Drector at Dev Retail
17 July 2011 19:31pm
Query for evidence to settle a discussion: In your expereince, two sources lead to a ClickThrough.
1. Normal banner
2. A link on the page discussing the target site and encouraging the CT
For the advertiser, is 2 worth more than 1 and, as the majority expect, what is the likely premium?
Social media guy at CSC
18 July 2011 14:36pm
Surely this depends on the context? For example:
If the user clicks a banner that says 'Click here to take our survey' - they know what they are doing and already have the intention to take your survey. Therefore it's a high value click.
Same thing for the link in the page - if it's contextual and highly relevant then the user is likely to act on whatever drove them to click it. If not, they're likely to do nothing.
Am I missing the point here?
18 July 2011 20:56pm
Thanks for coming back to us. The issue we are tussling about is market pricing for a project we are looking at and, being fairly new at it, we haven't really solid evidence: essentially, what is the likely price differential to advertisers between a general link and one with a more explicit call to action.
19 July 2011 09:28am
Ok, well there is a difference...as to what that is, well it depends what kind of deal you sign the advertiser up to, how much each visitor is worth to them, etc...
I assume you are talking about placing ads on your own site? Will you be using ad serving software or placing static links and banners on the site?
With 'general' ads that have limited targeting, you are going to have to charge for the number of impressions...many advertisers use this for building brand recognition, and don't expect to generate huge amounts of revenue. If you are using ad software you can set a limit and a cost per thousand impressions, and you can also track clicks etc... If you are using a static HTML banner with no tracking, you can charge based on the number of visits to your site and can use redirects or similar to track clicks.
What can you charge? This depends almost entirely on the value the advertiser perceives in your site. I'm afraid you may not get any answers here.
In context links amount to pretty much the same thing if you are talking about your own site, but a sponsored article may be worth more.
Sorry...this is off the top of the head stuff. Your question is really too vague to answer succinctly.
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