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NONE: Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session
Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session
Ross Wm. Rader (rwmrader_at_tucows.com)
Wed, 28 Jan 1998 09:54:28 -0800
>Well, on the surface this has merit, and in fact some times I have got
>good resposne from default home page buys. However, most of the times they
>are dogs... in fact not even pretty dogs, these are the mutts no one else
>wants. This is because in my opinion if I say log onto my local ISP and I
>have not changed the default site loaded on my broswer what do I care
>about the start website? The vast majority are leaving that page before it
>has even fully loaded, either to 1, part of the site they want to
>see, ie weather forecasts or 2, so other website...
>
>And were is my ad, well, either seen for a millisecond and passed by or
>worse yet counted as an impression as the server started to display it
>yet it was not even loaded in the client browser...
>
>Note, this only applies to default browser home pages, destintion home
>page buys can be great...
>
I have always maintained that default page buys are often less than what is
expected - they are nice prestige spots, but in a lot of cases, buyers are
getting less than what they paid for due to the phenomenon you describe
below - to sum it up even better, what is the value of a start page banner
on Playboy? Tons would be my guess. How many of Playboy's visitors are going
to click on that banner? Slim to none would be my guess for the simple fact
that they just typed in www.playboy.com to get there - they sure aren't
going to click on out of there after having expending all that energy just
to make it to the front gates.
On the other hand, I have experienced the exact opposite of this in a number
of cases. For instance, our ISP home page, www.idirect.com, gets about a
million visitors a month through the entire site - the default page gets
it's fair share of traffic - but the correlation between clicks and
impressions is identical to that of any other banner buy out there - it is
all dependant on the offer, quality of the copy and the number of times a
user has already seen the ad. We ran a 7 day test last week with a banner
that simply said "Free Online Advertising" (it linked to a classified ads
site that we run) and we had an astounding 18% click through rate.
During that same period, we ran other banners that only got the standard 2 -
5% click through. Other banners still (ones that we a little bit amateurish
or showed unclear copy or offers) had click through's around the .5% mark.
I no longer think that default pages are as over-valued as you intimate, but
I do think that destination pages (real destination pages like
http://idirect.tucows.com/adnload/dlnetscape404.html as opposed to the
destination "start" page like http://www.tucows.com) I guess by destination,
I really mean the "end-of-the-line" pages when a user has completed his stay
at the site and is now ready to move to other sites on the web. A
destination start page would be the home page that users consciously travel
to like Playboy, c|net, Yahoo, TUCOWS etc...
Destination start pages are great for branding, destination pages are
wonderful for great yields, and default home pages are grab bag that you can
often get some great deals on assuming you know your objectives and practice
sound buying and design practices.
Ross Wm. Rader "The simple fact is...in the
Director of Marketing city there is nothing to shoot
TUCOWS Interactive Limited/ but people." - Bob Allisat, '96
Internet Direct Business Solutions
http://www.idirect.com
http://www.tucows.com -------------------------------
(416) 233-7150 ext. 335 rwmrader_at_tucows.com
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