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NONE: Re: ONLINE-ADS>> Average clickthrough rates
Re: ONLINE-ADS>> Average clickthrough rates
Peter Bull (peterb_at_dvp.com.au)
Mon, 16 Feb 1998 09:52:47 +1100
>Bill Kilday wrote:
>Is it my imagination, or are average clickthrough rates declining across
>the board?
Wow, something to click on - hey, lookit that! Do you remember that
feeling? The reality is that the novelty of this medium doesn't last long
for most users, and response rates are indeed dropping off very quickly.
IMHO, this trend will continue apace as the Internet grows in global usage.
It will get worse, guys, much worse.
At the risk of boring you all by thumping the same old tub again.......
For people like me, who live and work outside of continental US (and this
is potentially a monster marketplace which is already as big as the US
online numbers with as yet only 0.4% penetration), 98% of Internet
advertising is irrelevant noise that could never induce me to respond, no
matter how flash the ad. People will always be likely to respond to an
advertising message that is relevant to their needs, but sadly, too much
Internet advertising is not useful for most Internet users. NUA and other
studies are saying that where good local content is available, users are
spending more time online and are staying loyal to those local content
sites. Clickthroughs, or whatever ad response you want, will increase
again when the advertising can also become highly relevant to very local
needs, because it will then be perceived as useful content again, not
bandwidth theft.
Peter Bull
DVP Media Pty Ltd
Brisbane, Australia
peterb_at_dvp.com.au
For information on some of DVP's award-winning multimedia work - www.cd-x.com
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