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NONE: RE: ONLINE-ADS>> Average clickthrough rates
RE: ONLINE-ADS>> Average clickthrough rates
Hespos, Tom (thespos_at_k2design.com)
Tue, 17 Feb 1998 09:30:22 -0500
> >Bill Kilday wrote:
> >Is it my imagination, or are average clickthrough rates declining
> across
> >the board?
>
Then Peter Bull wrote:
>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.
Yes, I think it will get worse, but mainly because many media vendors
are now selling cached ad views. As this gets more popular, you will
likely see a tremendous drop-off in click rates. The problem is - the
media vendors are now charging you for something that you've never had
to pay for in the past. If you've bought online advertising in the
past, you've received these cached ad views, but haven't been charged
for them because no one had any way to count them. Now, with
cache-busting, you're paying for proxy cached and browser cached ad
views. And you're basically getting the same number of clicks.
We've covered this, so I won't continue to blab...
Thomas F. Hespos, Jr.
Media Manager, K2 Design
Webmaster, OLAF - the On Line Advertising Forum
Ph: (212) 301-8800
FAX: (212) 301-8801
http://www.k2design.com - K2 Design Home Page
http://www.olaf.net - OLAF
http://members.aol.com/~THespos - The Spos Zone
<MODERATOR's NOTE>
We've convered caching before, but never publishers charging people for
cached ads. Who is doing this specifically? And is it a good idea? --
richard
</MODERATOR's NOTE>
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