Comments on: Beyond the click-through http://heisel.org/blog/2003/11/05/beyond-the-click-through/ Musings for those in the media who grok, grep, and otherwise get the Web. Mon, 05 Mar 2012 15:21:00 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: aaron wall http://heisel.org/blog/2003/11/05/beyond-the-click-through/comment-page-1/#comment-12 aaron wall Thu, 01 Jan 1970 00:00:00 +0000 http://sandbox.heisel.org/?p=68#comment-12 <p>On big ticket items your point is well taken. On smaller items though I do not think it is too out of reach to expect many of the things to fall into line. Especialy if the user types in searches like "buy staind cd".</p> <p>It must be somewhat effective if over 100,000 people are doing it!</p> On big ticket items your point is well taken. On smaller items though I do not think it is too out of reach to expect many of the things to fall into line. Espe­cialy if the user types in searches like “buy staind cd”.

It must be some­what effec­tive if over 100,000 people are doing it!

]]> By: Chris Heisel http://heisel.org/blog/2003/11/05/beyond-the-click-through/comment-page-1/#comment-13 Chris Heisel Thu, 01 Jan 1970 00:00:00 +0000 http://sandbox.heisel.org/?p=68#comment-13 <p>True, price has an influence on the decision to click through an ad.</p> <p>But at the same time, another strong factor to consider is the way people surf. They're out looking for information -- so on a news site, if someone came looking for the latest sports scores, there is a lot of traction working to keep them in the sports section.</p> <p>Its going to be difficult to get them out of the sports section, let alone to another (advertisement) site...</p> <p>That's where having good context-senstive ads can help alot, but there's still a lot to overcome in order to deliver a reader to an advertiser's site...</p> True, price has an influ­ence on the deci­sion to click through an ad.

But at the same time, another strong factor to con­sider is the way people surf. They’re out look­ing for infor­ma­tion — so on a news site, if some­one came look­ing for the latest sports scores, there is a lot of trac­tion work­ing to keep them in the sports section.

Its going to be dif­fi­cult to get them out of the sports sec­tion, let alone to another (adver­tise­ment) site…

That’s where having good context-​senstive ads can help alot, but there’s still a lot to over­come in order to deliver a reader to an advertiser’s site…

]]> By: Honymann http://heisel.org/blog/2003/11/05/beyond-the-click-through/comment-page-1/#comment-14 Honymann Thu, 01 Jan 1970 00:00:00 +0000 http://sandbox.heisel.org/?p=68#comment-14 <p>Chris,</p> <p>the way you propose to track the "branding effect" of a banner campaign is still highly inaccurate does not help anybody who is on a really tight budget. Rather on should probably work with a bonus (expressend in percent) on the clicks received through a compaign.</p> <p>This bonus probably depends on factors such as: - is the brand/product advertised well known or not (positive effect) - the intensity of advertising (positive effect) - is the advertising concentrated on a few sites (positive effect etc.</p> <p>This at least gives you the chance to calculate a "cost per customer" (even if it is an estimation) that helps you to run your marketing on a day-to-day basis.</p> Chris,

the way you pro­pose to track the “branding effect” of a banner cam­paign is still highly inac­cu­rate does not help any­body who is on a really tight budget. Rather on should prob­a­bly work with a bonus (expressend in per­cent) on the clicks received through a compaign.

This bonus prob­a­bly depends on fac­tors such as: - is the brand/product adver­tised well known or not (pos­i­tive effect) - the inten­sity of adver­tis­ing (pos­i­tive effect) - is the adver­tis­ing con­cen­trated on a few sites (pos­i­tive effect etc.

This at least gives you the chance to cal­cu­late a “cost per customer” (even if it is an esti­ma­tion) that helps you to run your mar­ket­ing on a day-​to-​day basis.

]]> By: Chris Heisel http://heisel.org/blog/2003/11/05/beyond-the-click-through/comment-page-1/#comment-15 Chris Heisel Thu, 01 Jan 1970 00:00:00 +0000 http://sandbox.heisel.org/?p=68#comment-15 <p>I agree that click-throughs should be seen as a bonus.</p> <p>But unfortunately they seem to be the primary metric for measuring success in the online world.</p> <p>Rather they should be a bonus, as you said, to the impression. Because I'd argue that the act of merely seeing the ad is a value to the customer and publishers should be rewarded for that as well as click-throughs.</p> I agree that click-​throughs should be seen as a bonus.

But unfor­tu­nately they seem to be the pri­mary metric for mea­sur­ing suc­cess in the online world.

Rather they should be a bonus, as you said, to the impres­sion. Because I’d argue that the act of merely seeing the ad is a value to the cus­tomer and pub­lish­ers should be rewarded for that as well as click-​throughs.

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