NONE: Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
Joel Shellman (joel_at_trafficx.com)
Tue, 15 Sep 1998 21:16:47 -0500 (CDT)
Joe Bartling wrote:
> Its worse than that. CTR on Banner Exchanges is usually
> less than .1% or 1 in 1000 displays.
Can you please provide the source for that number? trafficx is running
an average CTR significantly higher than that, and so I'm wondering
where that number comes from.
> Then there's the image
> thing. IMHO I think most banner exchange banners look
> cheesy (No offense to the exhange members of this list),
> and I don't want our sites looking cheesy. Too much baggage
> around the ad dilutes its effectiveness. Isn't 50% of
> inventory enough for these people...
Not all banner exchanges include anything around the ad--and unless you
recognize the domain name it is linked to, you can't tell the difference
between an exchange or a paid ad (except for possibly the quality or
content of the banner). We do not require a text link below or logo or
anything, and I know of at least one or two other exchanges that do not
either.
> Location is another
> problem. You may display banner exchange ads at the top of
> your page, but other sites, like Ebay for example, display
> tens of millions of Link Exchange banners at the bottom of
> pages, never to be seen by clickers.
We've dealt with that problem by trading click throughs instead of
impressions. We invite opinions and comments regarding this different
approach.
> Our new program at ADSDAQ (http://www.adsdaq.com) pays
> webmasters in CASH to display 468X60 professional banners in
> the top 1/3 of pages. The user doesn't know if the banners
> are from us or sold direct from inventory at the site at a
> much higher CPM. The impression to the user is that the
> advertising is paid for, IOW valuable, and worth a click. We
> sell impressions by the million from $1-$3/CPM across the
> network. By paying webmasters in CASH, they can go out and
> buy the right kind of ads for their site, perhaps a high CPM
> deal or an opt-in mailing, and not have to trade tit-for-50%
> of tat.
This is a valid point. However, one might consider the margins that
many ad networks take. I think I have seen ad networks who pay
$0.05/click and then sell it for $0.20 per click. That means they are
actually effectually running a 4:1 ratio if you were to run it like an
exchange (take all your cash and purchase ads on the same network). I
realize that many ad networks may run a smaller margin--but the
existence of that margin still causes the exchange to be competitive.
Joel Shellman
http://www.trafficx.com/
The web's only click through banner exchange network
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