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RICK NUNEZ WROTE:
> I am starting a website with ad revenue as our
> business model. I have visited many other sites to
> check their rate cards to get a sense of how to charge.
> However, in selling banner ads, no one ever mentions
> how long the ad stays in view each time. It is simply
> said the ad will be put in "banner rotation". Is there
> an accepted standard as to how long each ad must stay
> up before it is rotated?
Generally, an ad being put in a rotation means that it
will remain in view for the time that the page with the
ad on it is in view (then a new ad would appear on the
next page, assuming the ad serving can do this and
caching solutions are implemented). In other words,
there is no set time for sites not using refresh - it
just depends on how long the visitor is on each page.
Utilizing refresh methods is a different story.
Some sites are using an IFRAME solution that refreshes
the ad if the user is on the same page for a set time,
but this is foolish because it means wasted ad views
(people don't see most of the refreshed ads in this
case, as they're probably on, for example, the bottom
of the page, while the refreshed ad is at the top). The
only way that this is acceptable is if how the ad
performs isn't a concern (clearly, advertisers would be
turned off by this, though).
I assume, though, that you're referring to a frame
solution (if you're referring to the IFRAME refresh
solution, you'll probably want to reconsider). I've
seen the refresh in frames run anywhere from 15 seconds
(which is way too little) to 5 minutes (which is way
too much). 45 seconds seems reasonable (of course, this
varies based on individual behaviors). Your results
(meaning: the results for you in page views *and* the
results for your advertisers in ROI) should tell you if
you're too high or too low in amount of refresh time.
Shane Sacobie
VGF.Net
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Received on Wed Dec 15 1999 - 17:39:29 CST
