NONE: Re: ONLINE-ADS>> Banner Ad Campaign Scalability
Re: ONLINE-ADS>> Banner Ad Campaign Scalability
Jonathan Roy (roy_at_idle.com)
Mon, 14 Sep 1998 10:16:04 -0500 (CDT)
At 05:48 AM 9/10/98 -0500, jgehman_at_creativelabs.com wrote:
>What have advertisers and ad supported sites found as
>campaigns have scaled from millions to tens of millions
>(anyone doing hundreds of millions of impressions on one
>site or network per month)? Does some level of saturation
>occur? Is it after a certain percent of inventory is
>allocated to the same campaign? Is it related to banner
>burnout?
>
I'd just point out the raw # of impressions is probably a
meaningless metric to measure saturation. It much more
depends on how often individual people see the same ad over
and over. For example, 100K ads on a site wth 100K daily
users would be much more saturated than 1M ads on a site
with 10M daily users, assuming random placement/rotation.
Some software limits the number of times a user can see an
ad, so that'd trade off maximum # of total impressions to
reduce saturation, assuming saturation is bad.
Same thing goes for 10% of site's inventory. If normal users
only see 2 ads per visit, you could buy 50% and people never
see an ad twice. If a user sees 20 ads on a visit, even 10%
means every user sees the ad twice. (On averages only, of
course.)
I'm not sure about "banner burnout". It seems more of an
intuitive thing people assume is true than something proven
overall. We have some banners we're run for months and
month, and they still get decent click-through rates. I
can't explain why, we shouldn't have that many new people
joining the site in a steady stream. But even so, an ad for
a game that is interesting to our users will have a pretty
steady click-through rate for as long as we've ever ran it.
-Jonathan
Jonathan Roy
<roy_at_idle.com>
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