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

Art Sindlinger (sindlinger_at_yahoo.com)
Thu, 25 Jun 1998 17:25:02 -0700 (PDT)

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Hello,

I have been reading the discussion regarding declining click through
rates with great interest. In my personal experience I haven't seen
what I would call a blanket downward trend. Good creative still
elicits good response rates, poor creative still languishes unloved on
the page.

Some have cited 'viewer tune out' in general as a reason for the
declining ctr's. Now I don't know exactly how Net Ratings arrived at
their findings, but I wonder what, if any, portion of the negative
effect is specifically attributable to the free email services. I
personally have seen the Catalog Link banner on Hotmail thousands of
times and clicked once (must've been the cartoon feet that hooked me).
Is the sheer volume of impressions delivered to banners such as that
serving as a drag on overall ctr in surveys by Net Ratings and/or
other firms?

Just curious...

Art Sindlinger
Product Manager, Online Advertising
PC Quote
www.pcquote.com
asindlinger_at_pcquote.com

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• Next message: richard_at_tenagra.com: "ONLINE-ADS>> _at_d.Tech.Chicago: 6/29/98 - Report #7"
• Archive Home Page
• Search
• Previous message: Jim Meskauskas: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Maybe in reply to: Keith Pieper: "ONLINE-ADS>> Mass Medium? Targeting?"
• Next in thread: Ivan Weltman: "Re: ONLINE-ADS>> Mass Medium? Targeting?"

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