4 matches were found
- Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates
or cost per response for driving traffic to web sites
through ads in tradional "offline" media? For example,
if you run a print ad for a dot-com, what response rate
should you be able to expect in terms of people visiting
- The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.
A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's
and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.
- Thursday, December 02, 1999 #3016
How do you feel branding issues will be answered in on-line media. Currently it is mainly response driven advertising. What are likely to be the best ways to improve the brand's images rather than just driving traffic to a site? Also is there any research on the effectiveness of brand driven web advertising campaigns?
- The Media Guru Answers(Wednesday, December 08, 1999 ):
Branding can be influenced by media as well as message. True, banners don't do much by themselves to convey a branding message, but one test done by AOL and posted in their media kit area shows some results of awareness generated by banners.
A banner must capture attention to be effective in direct response or in branding. Using an interstitial, which is in effect, a full page ad, as the banner's click target, instead of a normal web site can allow a full branding message to be communicated.
The Guru does have his doubts about the potential click rate of a banner which says "Click here to see our ad," but finding sufficiently interesting ways to say it is what creativity is all about.
- Friday, November 12, 1999 #2964
Can research determine which media is best to drive traffic to a local retail business? If there is a particular medium or media, what research approach can best determine which media works? Please consider that this a local business that currently advertises in radio, newspaper and billboards and is very successful at driving traffic to retai outlets that are not highly visible in their marketplace.
- The Media Guru Answers(Tuesday, November 16, 1999 ):
A specific individual business can use research to determine this.
Most simply, it is easy to include something in the advertising which makes people want to tell the business's operators where they heard of them. Or staff can be instructed to inquire where customers heard. More expensively, a commissioned study can probe awareness and shopping behavior from a random sample or a customer database sample. In any of these cases, the research must be carefullly studied and interpreted, to distinguish the results of branding efforts from promotions.
If the business has a long history of establishing its name and offerings in the community through radio and outdoor campaigns, the research might still find that "What brought the cusotmer in today" was a newspaper or Yellow Pages ad. Analysis might well show that the newspaper or Yellow Pages ad would have had little impact without the other media's branding effects.
Different businesses enjoy different effects from various media. A roadside, impulse business, like a highway restaurant chain can get immediate results from highway billboards which would have much less benefit for an in-town, white tablecloth eatery. A branding-oriented newspaper campaign for the latter would likely be more effective than one for the highway chain.
- Thursday, October 14, 1999 #2874
I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following:
1) Buttons vs. Banners
2) Half Banners vs. Full Banners
3) Traditional Banners vs. Rich Media/Interstitials
4) Single Banner vs. Multiple Banners on a page
5) Placement of Banners within a page (top/middle/bottom)
Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.
- The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.