Re: Frequency of Banner Impressions

From: Jim Meskauskas <jimm_at_mediasmithinc.com>
Date: Thu 16 Dec 1999 17:32:58 -0800

DEBRA HAFERMANN WROTE:
> Does anyone have an opinion or stats on how the
> frequency of banner ad impressions influences
> click-thru rates on sites where visitors come daily?
> For example, if my ad has a very high impression rate
> on a targeted area of a site, does the fact that people
> see the ad frequently increase the probability that
> they will click on it? Or do people get desensitized
> after they've seen an ad too much? I thank you in
> advance for you feedback!

TO WHICH WAYNE BROWNING REPLIED:
> We're of the opinion that the increased visibility
> builds a trust. If a person frequents a site on a daily
> basis it becomes, to them, a site they trust.


It has been my experience over the last 4-5 years of
committing online campaigns for a myriad of clients
that, no matter the product or service category,
click-through-rates are always highest on the first
exposure. Direct marketing research has shown time and
again that if an audience has been exposed to an ad
message 3 or more times and still have not responded,
they are not going to. This does not account for the
roll recency plays in the impact of advertising, but
for the most part, DR advertising relies on a 1x
exposure response. In research we've done here at the
agency, 88.5% of all responses to a banner happen on
the 1st exposure. Right now, the ad banner is like
junk mail in a relevant editorial environment. Sure,
sometimes it is achieving more, but the banner doesn't
really want to do more than that right now. An
advertiser on the web wants to move widgets.

Increased visibility doesn't really do much in terms of
building trust on the web. Otherwise, the MoneyTree,
"Punch the Monkey" campaign would have me trusting them
more than I do the force of gravity.

Jim

Jim Meskauskas
Mediasmith
Media Manager
555 DeHaro, Suite 360
San Francisco, CA 94107
Land: 415-252-9339
Air: 510-499-6972
Fax: 415-252-9854
e: jimm_at_medasmithinc.com






Received on Thu Dec 16 1999 - 19:32:58 CST