NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?

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

Ivan Weltman (
Sat, 27 Jun 1998 05:35:31 +2000

Art Sindlinger <> wrote:

> 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.

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

Of course, banner advertising rates are coming down too.

Ivan Weltman
Southern Cross Media

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