Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?

TLee_at_webcmo.com
Sat, 19 Sep 1998 14:21:51 -0500 (CDT)

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Joe Bartling wrote:
> Its worse than that. CTR on Banner Exchanges is usually
> less than .1% or 1 in 1000 displays.

Joel Shellman asked:
>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.

Joel, here are some stats from WEbCMO's Online Promotion
Strategy Study survey:

1. Click through rates of link (banner) exchange program:

< 0.5% 35%
0.5% - 1% 24%
1% - 2% 17%
2% - 5% 16%
> 5% 8%

2. How effective is link (banner) exchange program in generating traffic?

1. Very ineffective 23%
2. 35%
3. 22%
4. 15%
5. Very effective 5%

3. How effective is link (banner) exchange program in generating sales?

1. Very ineffective 41%
2. 28%
3. 18%
4. 6%
5. Very effective 6%

In general, link (banner) exchange program has lower than average
effectiveness in generating traffic and sales.

More information is at http://www.WebCMO.com/report/link.htm.

Regards,

Tim lee
Director of Research
http://www.WebCMO.com
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