Re: Frequency of Banner Impressions

From: Christie Brown <clbrown_at_umich.edu>
Date: Fri 17 Dec 1999 06:41:44 -0500

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!

Maybe I'm missing something here. In traditional
media, there is an "inverted U" relationship between
the number of times a consumer sees an ad and
persuasion: up to a point, the more times you see it,
the more likely you are to purchase, but then you reach
a point of wearout, where you actually avoid looking at
the ad because it's irritating.

I would think the same relationship would apply in
cyberspace, but for one thing: A CLICK-THRU RATE IS
BASED ON THE NUMBER OF IMPRESSIONS. So, let's say that
8% of people who see a banner 10 times click thru, but
only 4% of people who see the banner only once. So
seeing the banner more often definitely improves the
probability that a given person will eventually click
on it. But if 100 people see the add 10 times, that's
1000 impressions, with 8 people clicking through, so
that's a .8% CTR. If 100 people see the add once,
that's 100 impressions, with 4 people clicking through,
that's a 4% CTR, five times as high.

Can a more grizzled Internet type confirm this?

Christie Brown
Asst Prof of Markting
The University of Michigan
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Christina L. Brown
Assistant Professor of Marketing
University of Michigan Business School
701 Tappan St.
Ann Arbor, MI 48109-1234
Phone: (734) 764-4717
E-mail: clbrown_at_umich.edu

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Received on Fri Dec 17 1999 - 05:41:44 CST