RE: ONLINE ADS>> ClickThrough Rate-Indication of sites quality?
SADIQ JAFFER WROTE:
>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.
Yes, this tends to be so, but it isn't a rule you can count
on. The sticky content sites do often times yield lower
CTRs because the audience is there to engage the content and
not to leave the site to chase ad banners. The same is true
for DR TV. The'get-off-you-butt-and-call-this-number-to-buy'
ads always run during repeats of Gilligan's Island, never
during ER. Sure, cost is a factor, but so is the compelling
nature of the programming versus the interactivity that
necessitates the inertia.
Jim Meskauskas
jimm_at_mediasmithinc.com
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Received on Sat Jul 17 1999 - 08:52:50 CDT
