NONE: Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
Ali Partovi (apartovi_at_linkexchange.com)
Wed, 23 Sep 1998 09:33:00 -0500 (CDT)
Joe Bartling <joe.bartling_at_spiderware.com> wrote:
> CTR on Banner Exchanges is usually
> less than .1% or 1 in 1000 displays.
Actually, on LinkExchange, the web's largest banner ad
network, the average click-through rate is fairly steady at
1%. The network average varies occasionally based on
specific banners. For example, when a paying advertiser with
a terrific banner buys a large campaign, that raises the
average for the entire network.
Our experience has been that the content and design of a
banner message is the biggest determinant of click-through.
The 2nd determinant is targeting. For example, an
advertiser may target any combination from thousands of
categories, from "Astrology" to "Women's Issues." This will
naturally affect the CPM they pay as well as how their
campaign performs.
With a well-designed and well-targeted banner, many
advertisers achieve a consistently much better click-through
rate than the network average. Of course, getting to this
point involves trial and error and requires some patience.
For paying advertisers, our sales consultants provide
personal campaign management to help you get through the
process and make the most out of your campaign.
Ali Partovi
LinkExchange. Reaching 39% of the web, #3 after AOL and Yahoo!
Buy advertising today. http://www.linkexchange.com
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