Re: Frequency of Banner Impressions
('binary' encoding is not supported, stored as-is)
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?
TO WHICH CHRISTIE BROWN REPLIED:
> 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 believe that the internet needs ads to be seen less
often than traditional media, as demonstrated by banner
burnout studies. It's only possible to guess as to why
exactly this occurs, though. To me, it seems to stem
from the fact that people on the web expect something
new all the time.
In television, it's acceptable to have plenty of reruns
and syndication (people love it because it gives them
the opportunity to view missed shows and old
favorites). In radio, it's acceptable to play the same
songs over and over (many people hope that is going to
occur). However, on the net, people always want
something new. If you can go for any length of time
without delivering fresh content and get away with it,
more power to you. However, daily updates to assure
that visitors are interested in returning, as well as
higher amounts of content, is becoming the norm for the
more popular sites.
Received on Tue Dec 21 1999 - 20:36:31 CST
