Re: When do ads get "stale"

From: Corinna Cowles <ccowles_at_stgeorge.com>
Date: Tue, 6 Apr 1999 08:07:01 -0500 (CDT)

CHRIS GARRETT <POSTBOX_at_CHRISG.COM> WROTE:
>To start off with I was pleased to see the click throughs at
>4-5%, but within a couple of weeks they have dropped to less
>than 1%. Does anyone know of information/research available
>for how quickly banner ads become stale, or can anyone could
>give me a rule of thumb for how often ads should be
>replaced? Is there any strategies I could use to keep the
>click-throughs at decent levels?
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Chris-

I have heard from numerous sources that the 'life' of a
banner creative drops off at 2 to 3 weeks, and you have just
confirmed this yourself. :-)

This is typical of print publications, as well. Issue life
can be defined as the time it takes for a publication to be
read by the maximum measurable audience. Sunday supplements'
'life' is typically one week, weeklies last for 3 to 4
weeks, and monthlies typically last for 8 to 10 weeks. How
does issue life relate to banner life? Of all the people who
have the opportunity to read/click the issue/banner, the
likelihood of them to actually open/click decreases with
time.

Potential solutions? Its possible that the company should
advertise elsewhere for a while, since your visitors might
have been tapped out for now. Since I'm sure you wouldn't
want to suggest that, try re-packaging the company's product
instead of changing the snazziness of the banner. You had 4%
clickthrough because the visitors perceived a value in
clicking... then you hit a saturation point and the
percentage decreased. Offer another value of the company to
visitors.

Best of luck,

Corinna Cowles
Media Planner/Buyer
The St. George Group
(Integrated Marketing Communications)

http://www.stgeorge.com/
ccowles_at_stgeorge.com


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Received on Tue Apr 06 1999 - 09:15:34 CDT