ONLINE-ADS>> Are Banner Exchanges Counterproductive ?

Trevor Johnson (t_johnson_at_bestprac.com)
Thu, 10 Sep 1998 05:48:57 -0500 (CDT)

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After using banner exchanges on four different sites I do
think my suspicions have been raised to the point where the
question needs to be asked.

The average click-through rate via banner Banner Exchanges
is said to be marginally under 1%. Where you get one
impression for each two that you give, that effectively
halves the click-through rate. You now must display 200
banners before you score one click-through into your site.

We all know that graphics slow down the loading time of
pages. A banner exchange ad may be around 7 - 10k in size.

I get a sneaking suspicion that to gain that one
clickthrough, I will have *LOST* more than one visitor from
those 200, who will have impatiently clicked out again
instead of waiting for a page to fully load.

If my suspicion is accurate, it makes banner exchanges
counter-productive as marketing tools.

I'd be very interested of any research, experiences,
observations or comments from other readers on this matter.

Trevor Johnson
"OPEN LETTER TO ALL ASIANS"
http://bestprac.com/asia/index.shtml

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