Re: ONLINE ADS>> ClickThrough Rate-Indication of sites quality?

From: Kevin Frazier <KFrazier_at_AdAce.com>
Date: Wed, 14 Jul 1999 17:03:48 -0500 (CDT)

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?

Poor content might get a higher clickthrough rate, but that
does not mean it is adding value to the advertiser. Quality
content will draw a quality viewer, which usually means the
site is well organized and easy to navigate. Sites that
have "sticky", quality content, tend to also offer
advertisers a more targeted audience. Quality site owners
tend to know who their audience is, and know how and where
to reach them. It may be true that gripping content may
keep the viewers attention away from an ad at given times,
but when that viewer does connect with the ad they are more
likely to be a valuable prospect. Just because a lot of
people may click to get out of a bad site, doesn't mean they
are clicking to visit the advertisers site. It is always
better to target an ad to the viewer, and sites that have
poor content are going to have a hard time doing so. My two
cents worth. Best of luck to us all.

Kevin Frazier
KFrazier_at_AdAce.com
http://www.AdAce.com - Internet Advertising Made Easy

========================================================================
------------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsors:
                 ValueClick, TeknoSurf, and StreamMedia

ValueClick has cost-effective ad space available for *Smarter Buyers*
   --> Reach: Over 23% of the Internet - measured by Media Metrix
ValueClick Ad Network | 1 (877) VALUE AD | http://www.valueclick.com/

                                ---

TeknoSurf, the Internet's largest Interactive Direct Marketing company,
  offers opportunities for advertisers and web publishers to conduct
business and generate revenues via the Internet. http://www.teknosurf.com/

                                ---

               Evolve, she said. RADICALMAIL.COM
   Streaming multimedia email that puts your advertising back
     on top of the food chain. http://www.radicalmail

------------------------------------------------------------------------
========================================================================
Received on Wed Jul 14 1999 - 21:17:32 CDT