banner ad click thru rates
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Head of Marketing, Online Communities, Magazines & Journals at LexisNexis
10 June 2008 19:08pm
Hi
On a business to business niche site what are current click-thru rates for static and rich media adverts for ads that fit IAB standards?
Also any metrics on open rates and click thru rates on e-newsletters to a niche business audience would be great
Many Thanks
CEO at Econsultancy
12 June 2008 10:03am
Have you checked our Internet Statistics Compendium to see if there is anything on this in there?
Usual suspects to check with would be:
- DoubleClick research / IAB for advertising stuff
- ABCe (who audit newsletters as well as sites) or DMA for email metrics
If it helps, we're a B2B niche site, though our site ads do not conform to IAB standards (the boxes to the right), and we get a click through rate of between 0.5%-2.5% depending largely on the advertising brand and advert. On email we roughly follow my 3:2:1 rule i.e. 30% of emails get opened (actually more like 40% and I don't trust open rates any more anyway), 20% of those get clicks and 10% of those click then buy/register/act on the site.Ashley Friedlein
CEO
E-consultancy.com
Publisher at 2N Media Ltd - ModernSelling.com
14 June 2008 15:31pm
Hello Charles/Ashley/etc.,
I think it gets yet more complicated than that too! I've just had a little rant about all web traffic measurement http://www.modernselling.com/forum/messages.aspx?TopicID=111 and agree wholeheartedly Ashley that open rates on email broadcasts are not what they might seem to be either.
But the secondary question then becomes what quality of click-through was it anyway?
Best
Neil