 |
|
NONE: ONLINE-ADS>> 2% vs 98%. Really?
ONLINE-ADS>> 2% vs 98%. Really?
Keith Piper (ideas_at_takethisout.matchlogic.com)
Thu, 19 Feb 1998 09:10:39 -0700
Time and time again I see many of us refer to the "industry average"
click rate of 2%. I don't argue that. What I also see is us referring to
the "other 98%" as impressions. In other words, whatever remaining
percent doesn't click is a brand impression. Is this really true or is
it an assumption. I have not seen any data that refers to that other 98%
as brand impressions. Do non-clickers really read the ad? I think our
assumption here is significantly flawed, namely because I find myself
often not looking at ads, scrolling past them, scrolling away before
they load, etc. Has anyone heard of a more realistic figure - perhaps 2%
click, 50% are viewed impressions, and 48% are unviewed impressions? I
hate to bring up such a cynical point, but we have to face reality here.
Leader of the Do Tank
--------------------------------------
Keith Pieper
Idea Architect, MatchLogic
303-665-4007 x232
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
HotBot and ICONOCAST
HotBot, rated the #1 search engine by CNET, has keywords available now
in these categories: computers, software, shareware, Internet, games,
music, and more. Contact Rick Boyce at 415.276.8440 or rick_at_wired.com.
---
"ICONOCAST is without question, the coolest, shortest,
best written Internet thing I read every week."
Seth Godin, CEO, Yoyodyne http://www.iconocast.com
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
