NONE: Re: ONLINE-ADS>> 2% vs 98%. Really?
Re: ONLINE-ADS>> 2% vs 98%. Really?
Kam Zardouzian (kamz_at_matchlogic.com)
Tue, 24 Feb 1998 16:16:44 -0700
A humble response to Keith's "2% Vs 98%. Really?" post in which Tom
Hespos wrote:
>"All of a sudden, sites are charging for their cached ad views.
>This makes click rates plunge..."
Time to bring up the suggestion that the bar needs raising again. How
about a new definition for the IAB and the rest of the industry to
adopt?
* Clickthrough \ClickThrough\ (click[add]"Thr[~ou]gh), n. The
latest crack-like substance to replace "hits" as an attempt to measure
the performance of an on-line advertising campaign and the justification
of all our existence. But, clickthrough as a measure of performance has
traditionally only been associated with technology issues such as the
ability to count through or bust cache. And not traditionally
associated with content, distribution, reach, frequency or other
variables that impact performance.
All fun aside, Tom has a good point, but so does Keith. I'm just
wondering when we'll start to address other variables that impact
clickthroughs, not just technology related ones like being able to count
through cache or bust it. How about things like:
1. Creative content and design--what impact does adding an
action-suggestion such as "click on me or else", color (blue has shown
to get higher response rates...perhaps due to an association with the
color of hyperlink text), images versus graphics, etc. have on response
rates?
2. Distribution method, reach, and page-content
association--how does performance of search engine ROS versus key word
buys compare? How do entertainment sites compare to search engines?
3. What impact does "rich media" have--how about the impact of
VBanners, Enliven, Emblaze, VRML, Scratch & Sniff.
Folks, I don't claim to have the answers here, but most of this stuff is
common sense and some have published studies proving that these are
common sense. If I put myself in an advertiser's shoes, at the end of
the day or sooner, all I want to know is how much did I spend, how many
people saw my ads, how many responded to it and who bought, and how much
did I make. End of story. If I didn't make as much as I spent, well,
I've got some evaluating to do.
Finally, again taking the point of view of an advertiser, I don't want a
comparison between this medium to print, radio, TV, and direct mail.
The Internet, while bringing together elements of each, is its own
animal and should be treated as such. It's like saying that a
triathlete is a swimmer, cyclist and a runner. Ugh, NO! He/She is
mastering all three sports but is none of each.
Kam Zardouzian
MatchLogic
These are my personal opinions and not those of my employer.
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