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

Ivan Weltman (egben_at_dockside.co.za)
Mon, 6 Jul 1998 22:12:26 +0200

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Leigh Opauski <leighopauski_at_4globallink.com> wrote:

>According to Double Click studies, a
>frequency capping of 3-4 should prevent CTR from declining
>significantly. Have I incorrect reasoning here?

Let's look at numbers. Assume a cap of 3, and for simplicity assume that a
visitor to site A visits 3 pages. Assume a click thru rate of 3% of
individuals seeing the banner. Assume 1000 visitors. Before cache busting
1000 impressions were recorded and 30 click-thrus returning a 3% rate. After
cache-busting 3000 impressions are recorded with 30 click-thrus, a rate of
1%. The number of impressions actually delivered, and the number of
click-thrus, hasn't changed, but the rate has dropped from 3% to 1%. An
over-simplification, perhaps, but unquestionably an important contributor to
the recorded decline in click-thru rate.

Ivan Weltman,
http://www.southerncrossmedia.co.za
http://tudogs.com
http://shopsgalore.com

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