RE: ONLINE ADS>> ClickThrough Rate-Indication of sites quality?
SADIQ JAFFER WROTE:
>could clickthrough rates be used as an indicator to a sites
>quality? Sites with gripping and high-quality information
>are likely to have much much lower clickthrough rates than a
>site with rubbish content. If you were reading through a
>webpage and saw an advertisement, you are more likely to
>click on it if the page content isn't gripping and
>high-quality. Any views on this?
Interesting thought...sticky sites should have lower click
through percentages but higher "I" factors. Historically the
best results from two minute direct response commercials
comes in breaks in bad old movies in the middle of the
night.
When a viewer finally reaches a site that provides the
information they searched for, why would they immediately
leave??? The longer the viewer is on that site , the more
advertising they will be served the lower the click through
percentages...what a concept. When viewers watch TV they (
male mostly)actually click away from commercials, not to
them...banners must primarily deliver a branding message and
then an action message that is powerful enough to entice the
viewer to action.
Bob Gordon
Co-publisher
The Auto Channel
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Received on Wed Jul 14 1999 - 21:17:44 CDT
