Re: Pop-up Banners

From: Neven Prasnikar <artplus_at_artplus.hr>
Date: Tue 02 Nov 1999 08:20:01 +0100

NEVEN PRASNIKAR WROTE:
> We have tried a new model on our site (not advertising
> related site though) by using full page HTML ad that is
> displayed for 20 seconds or untill user clicks, whichever
> comes first. We are surprised by results!

WAYNE BROWNING REPLIED:
> I believe people are clicking only to bypass this ad
> thinking they will enter the main site, like pop-ups it
> more trickery than marketing in my humble opinion.

TO WHICH NEVEN PRASNIKAR RESPONDED:
> Wayne, it's obvious you didn't went to see the ad...
> If you would, you wouldn't call it a trickery.

TO WHICH GARY BEST REPLIED:
> I think what Wayne meant was that your high CTR may be
> deceiving since some visitors probably thought it was a
> typical entrance page and they either a) thought they had to
> click or b) didn't want to wait for it to finish loading.

Well, yes. And they were right both ways :-)

OK. Mea culpa... I wasn't clear enough.

I guess that the problem must be in the fact that English is
not my native language so I must have wrote something that
was misleading...

Also, one point of misunderstanding probably was in fact
that I was only suggesting use of a different advertising
model instead of pop-ups, while I MAY HAVE BEEN USING THE
WRONG EXAMPLE!!!

The ad I have used to describe the idea (entrance billboard
on the front page of our site) indeed IS, as you said, A
TYPICAL ENTRANCE to our site. Users don't have to click on
it, but they can if they want to jump straight in.

What we have noticed was not actually CTR, not directly from
this page anyway, but we tracked the users after they have
entered the site. Many have later decided to visit the page
with content advertised on this entrance billboard. Much
more then they did before this ad was presented.

As I believe I have already mentioned, it was not intention
of our ad to distract people to some other site, or even
make them jump straight to some page within our site. All we
wanted to do is to show them that there's something new and
exciting available here.

However, I have suggested that similar advertising model
could be used for displaying other ads that don't really
need linking like with ordinary banners.

For instance, let's say my site would be some fun place of
interest to teenagers... why wouldn't, say Coca Cola use
such entrance billboard?

Anyway, such ads could also have links that wouldn't be
deceiving if properly marked, but I'd personally rather see
it as a branding tool.

Neven Prasnikar
artplus_at_artplus.hr
Art Plus Marketing & Publishing
New Marketing Ideas - Games & Apps for Promotional Purposes
New Marketing Media - CD-CarD, CD-ROM Business Card
http://www.artplus.hr




Received on Tue Nov 02 1999 - 01:20:01 CST