Re: ONLINE-ADS>> Mass Medium, Targeting?

LOpauski_at_aol.com
Tue, 30 Jun 1998 13:30:32 EDT

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Ivan Weltman Wrote:

One of the causes of lower click-thru rates is cash- busting. If a
>surfer visits three pages on a site, and they all have the same
>banner posted, cache-busting ensures that this is recorded as three
>impressions. There was a time when it would have been recorded as
>one.
>
>Of course, banner advertising rates are coming down too.

I am surprised someone has not already mentioned "frequency" in response to
this posting. Three impressions may be counted, but this cache busting does
not have to lower click-through rates. Enter frequency-capping. With the
prevalence of cache-busitng and the puported decrease in CTR's, I believe
advetising customers will begin demanding frequency capping. These should not
be counted as three impressions, rather reach of 1, and frequency of 3.

Leigh Opauski
imADgiNET, interactive ad solutions for small businesses
a subsidiary of Global Link, Inc.

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