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At 10:55 AM 8/20/98 +0000, you Eric Magill wrote:

 >them reach THEIR goals more effectively than a mere text link.
Without 
 >click-throughs, we have no proof that our banners are doing this.

Television, print and outdoor advertising seem to survive without (in
most cases) an exact equivalent to the "click-through".

If I run into a nifty Nike "banner" on the Web, what difference does
it make whether I go to the company's Website? The important thing is
that, next time I'm buying shoes, I try on, and then buy, a pair of
Nikes.

Is it difficult to show that a banner ad helped influence that
decision? Ya, exactly the same way it's difficult for Nike to
determine if one of their image ads on TV is having a similar effect.
Nothing new there.

I think Eric Magil is describing a situation where the target Website
may in fact *be* the product. The click-though issue in that case may
be entirely different than for running shoes. If you are selling
shoes, does a 15% click-though rate mean more sales than a 1% rate?
Maybe you can sell more shoes with some great banners and *no*
click-throughs.

The click-through fetish supposes only one goal: herd everyone to the
advertiser's Website. That mindset is a perfect setup for bad banner
advertising. Most companies are not selling Websites.

SRB




 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
 Steven Bonisteel                                      P. 613.531.4764
 Kingston, ON                                          F. 613.545.9148 
 steveb@typecast.com




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