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

Ivan Weltman (ivan_at_tudogs.com)
Thu, 9 Jul 1998 01:18:10 +2000

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Leigh Opauski wrote:

> Why does it hold in your example that increasing frequency from one to three
> decreases CTR from 3% to 1%? Doubleclick has studied user response to
> hundreds of thousands of advertising banners and determined that there is,
> indeed, an optimum frequency on the Web. In fact, their studies show that a
> CTR of 2.7% at frequency of one decreases to a CTR of 1.75% at a frequency of
> 3. This is a spread of 0.95% (< 1 %). With your CTR figures (declining from
> 3% to 1%) you are talking a spread of 2% (a difference of almost 100%
>from the
> Doubleclick findings). What are you basing your conclusions on?

Leigh still doesn't get the point. The hypothetical example given is
based on no real difference in frequency at all - simply a difference
in measurement. The DoubleClick analysis is based on a real
difference in frequency.

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