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Old 06-27-2000, 01:31 PM   #1
Join Date: May 2000
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Unhappy Web Sites Toot Their Horns Amidst Advertising Chill

More doom and gloom for us publishers...
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Old 06-27-2000, 02:14 PM   #2
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I think many of us have been feeling the ad crunch for quite some time. CPM rates have fallen to almost nothing, and CPC banners get very few clickthrough's. I think Pay To Surf programs have accelerated the decline, but there are many other factors as well. So, what do we do about it? Well, there are two approaches:

1) Modify banner positioning/looks to grab more visitors. Its surprising how many sites just throw up a 468 x 60 banner on top and bottom and call it good. I'm sure we've all done this before, I have. However, just by tweaking the banner location, you can increase your CTR at least 100%. Surprisingly, 75% of the time a banner at the bottom of a page (near the end of content, not down in never-never land) outperforms a banner placed on the very top of a page. Little tweaks like this make me a few hundred dollars more a month, imagine what a small tweak on a major site would do. Another great idea is to integrate the banner with your content. Aaron's Signature site is an awesome example. (See: http://www.coolsigs.com/ ). Another problem with the 468 x 60 banner is the practice of using them for branding purposes. Its no secret that companies purposely design ads that will pull low CTR's, but will still get them recognized. Its a great strategy, but unfortunately, it hurts the publisher running the ad.

2) Go beyond 468 x 60 ads. If I were just using CPC/CPM banner ads, I'd only make $500 or so a month, not even a tenth of what I do now. The key is to make an ad look like it isn't an ad. Start an ezine, and use ads in your ezine. Use CPA programs that closely match your site - some offers I run get $20 CPM + and I know a lot of other sites have even better CPM's from CPA programs. Don't slap a banner up and wait for your visitor to click on it, bring the ads to them!

The Internet is a constantly changing market, and the increasing ineffectiveness is merely another change. If you know how to adapt to it, you'll survive. It isn't all gloom and doom http://geekvillage.com/ubb/smile.gif

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Old 06-28-2000, 04:24 AM   #3
Ralph Slate
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There's such an obsession over click-through rates that it's a joke. Everyone has it all ******* up -- when a banner is a CPM banner (which is supposed to be used for branding), the advertisers don't put their name on the banner and try to make it look like an error box so that people click on it. These banners get 10% CTR, but no one stays on their site because they realize it's a trick.

When a campaign is a CPC the advertisers design their banner with their site name very prominently displayed, but give no reason for you to click the banner. Then they cry when everyone remembers their name but no one has visited their site.

How important can CTR really be if advertisers abuse the system so much? Then stories like the ones above cry out "Oh! CTR is horrible -- 99.9% of banners go wasted". Which scares off potential advertisers.

How does Pepsi measure whether its TV or radio ads are effective? If someone hears the ad and then in the next 5 minutes buys a Pepsi? Doubtful. Then why are banner ads measured by if someone acts on them immediately by clicking on them? Wouldn't a better measure of their success be if the banners were designed to bring across a message, and if consumers became aware of that message, the banner would be a success? Admittedly harder and riskier to do, but certainly not as short-sighted as just looking at CTR.


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Old 06-28-2000, 04:27 AM   #4
Ralph Slate
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P.S. Nice censor on this board. It makes me look like I have a foul mouth. The word that was censored was what you do with a screwdriver -- or, if that doesn't make it through, a tool that is used to turn the pieces of metal into a wooden board. What a joke!


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Old 06-28-2000, 08:37 AM   #5
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the only time the internet advertising will increase, is when there are more competitions... for example, does anyone ever see a "Fogdog.com" banner? I know I haven't.. because that place is making millions of dollar per month.... and if there are more site like fogdog, fogdog would have to advertise for more cusmtoers.
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Old 06-28-2000, 08:47 AM   #6
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Fogdog ran a campaign on either Advertising.com or AdFlight (don't remember which one but I saw it on my site).

Just had to post that.

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