ONLINE-ADS>> Buying Yahoo ads through LinkExchange

Mark J. Welch (markwelch_at_ca-probate.com)
Fri, 01 May 1998 09:02:14 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Jay Luker: "ONLINE-ADS>> When will the smart browsers arrive?"
• Archive Home Page
• Search
• Previous message: Rob Frankel: "Re: ONLINE-ADS>> How to SELL web advertising"

About two weeks ago, LinkExchange rolled out a new
program whereby they will sell advertising on Yahoo
for the rate of $10 CPM, using a 400x40 LinkExchange
banner. I decided to try this as an experiment, and
I bought 10,000 exposures for $100, using my standard
banner (which draws between 0.6% and 0.7% CTR on
the LinkExchange network).

The results have been incredibly poor: just TWO CLICKS
out of 6,826 adviews so far, for a click-through ratio of
0.029% (less than one-twentieth of the clickthrough rate
for an ad across the LinkExchange network). That works
out to a cost-per-click of $34.13.

Of course, this is a very small campaign, and the results
are not statistically significant -- but these results are
poor enough that I am persuaded to never again plunk
down $100 on this kind of experiement!

-- Mark J. Welch, Web Site Banner Advertising
-- http://www.markwelch.com/bannerad/
-- Mark Welch's Web Ad Forum http://www.markwelch.com/welchmtg.htm

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ChannelSeven, ICONOCAST and ValueClick

Who are the Top 100 Internet Advertising Agencies???
"Complete iAgency News, Campaigns & Contacts"
Network with Ch7 at http://www.ChannelSeven.com

---

"ICONOCAST is a must read, must route."
Rich LeFurgy, IAB Chairman and Sr. V.P., ABC News/ESPN Net Ventures
E-mail sub_at_list.iconocast.com with "subscribe iconocast" in SUBJECT

---

Got unsold ad Inventory??? We've got advertisers!!!
ValueClick is your hands-off solution
http://www.valueclick.com/host

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: Jay Luker: "ONLINE-ADS>> When will the smart browsers arrive?"
• Archive Home Page
• Search
• Previous message: Rob Frankel: "Re: ONLINE-ADS>> How to SELL web advertising"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.