NONE: Re: ONLINE-ADS>> Calculating Pageviews for Chat
Re: ONLINE-ADS>> Calculating Pageviews for Chat
Peter Young (pyoung_at_liveworld.com)
Fri, 24 Jul 1998 10:13:22 -0500 (CDT)
Jim Meskauskas wrote:
> When buying chat, a number of sites (Talk City comes to mind) will sell
> ad units based on time of exposure. Talk City calls them intermercials.
> The advertiser can buy 1 minute, 2 minute, or even 4 minute exposures.
> The difficulty in evaluating this kind of buy is that the means of
> quantification is one of time, not exposures. Analysis would have to
> account for the relative value of seeing an ad unit for a given period
> of time versus number of times an ad unit is seen. What is 1 impression
> worth that lasts for, say, a minute, versus one that lasts until I click
> to another page? It all depends on the objective...
i noticed posting and i have some answers for you.
1) talk city is one of the largest providers of chat outside of
aol. we have dealt with the issue of pageviews this way: our
average talk citizen stays about 27 minutes on site. we take the
total number of minutes in the day (computer log) and divide that
by 27. this gives us the "pass through" number of people.
2) since we know that the average search engine stay is between
12 and 17 seconds... and the average stay on a static web site
with content is between 55 seconds and 95 seconds.... we have
choosen to use a 60 second benchmark to produce a (rough) number
of "equivilent" web page impressions within our environment.
3) as for rotation of ads... is absolutely false that ads
staying up in chat areas rec. a low click-through rate. the
industry standard has fallen from 2.0% a year ago to 1.0% in
February of this year. the latest research (variety of sources)
shows that the industry click-through rate is now more like .8%
(overall). talk city has had campaigns, within the last eight
weeks, that have produced click-through rates as high as 8% and
as low as .015% with an average of .8%..... the industry
(overall) average. as for rotation "standards".... we're
experimenting with time on site...adjusting the time from 90
seconds to 60 minutes within a chat room. the jury is out on
this one. but it is safe to say that we are experiencing great
success with all of our campaigns.
hope that this helps.
peter f. young
manager, sales communications
...and (unofficial) demographer
talk city
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