Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites From: Paul Grabowicz Date: Wed, 19 Aug 1998 11:21:28 -0700
How the Web Was Won
Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites From: Paul Grabowicz Date: Wed, 19 Aug 1998 11:21:28 -0700
References: 
Content-Type: text/plain; charset=us-ascii
Content-Transfer-Encoding: 7bit
List-Unsubscribe: 
Reply-To: Paul Grabowicz 
Precedence: bulk
Status: O
X-Status: 

-----------> This message was posted to the ONLINE-NEWS list. <-----------

Besides Eric's point, I also wonder if people tend to react to banner ads like
they would billboards. They're not likely to turn off the freeway to try to
find a product advertised on a billboard. But it may make an impression on them
and prompt them to buy the product at some future date.

Which leads me to a question - have there been any studies on whether banner
ads do make an impression on people and
cause them at some point to purchase a product, even if they don't immediately
click through to the advertiser's Web site? I seem to recall some kind of study
or survey a year or more ago that indicated people were more likely to buy
something as a result of seeing a banner ad than watching a television
commercial.

Paul Grabowicz

Eric Meyer wrote:

> -----------> This message was posted to the ONLINE-NEWS list. <-----------
>
> At 17:17 on 17 Aug 98, Eric Magill  wrote in part:
>
> > In our tests, those text links have at least tripled the traffic
> > of a banner in all instances. In one test for a specific client, a
> > text link below the first screen continues to outperform a banner
> > ad at the top of the same page by 5-1.
>
> We published very similar results two or two and a half years ago
> from a completely separate study.
>
> The key remaining question is why. There are at least two
> possible, contradictory explanations, each of which would lead into
> a completely different solution:
>
> 1. Text is viewed as editorial, and thus less likely to be a shill.
>
> 2. Graphics are turned off frequently and, because of download
>    delays, do not show up on the screen until after readers already
>    have passed through the technical phase of readership in which
>    headlines and graphics have a lure and gone on to the phase in
>    which the reader's field of vision narrows to focus on body type.




->  ONLINE-NEWS uses Lyris mailing list software. http://www.lyris.com  <-
-> Change your list settings:  http://www.planetarynews.com/online-news <-
->   Online-News is archived: http://www.planetarynews.com/on-archive   <-
You are subscribed to online-news as: [rballard@access.digex.net]
To unsubscribe, forward this msg to leave-online-news-20155U@clio.lyris.net
SPONSORS: Email Publishing - http://www.emailpub.com
Knight Ridder Real Cities - http://www.realcities.com


From bounce-online-news-20155@clio.lyris.net Wed Aug 19 14:12:50 1998
>From bounce-online-news-20155@clio.lyris.net  Wed Aug 19 14:12:50 1998
Received: from clio.lyris.net (clio.lyris.net [207.90.155.3])
	by pony-2.mail.digex.net (8.8.8/8.8.8) with SMTP id OAA16802
	for ; Wed, 19 Aug 1998 14:12:49 -0400 (EDT)
Received: from server.indra.com ([204.144.142.2]) by clio.lyris.net with Lyris Server version 2.554; 19 Aug 98 11:06:41 PDT7
Received: from indra.com (net.indra.com [204.144.142.1])
	by server.indra.com (8.8.5/) with ESMTP id NAA08668
	for ; Wed, 19 Aug 1998 13:58:46 -0600 (MDT)
Received: from headwall.maine.com (headwall.maine.com [204.176.0.12])
	by indra.com (8.8.5/Spike-8-1.0) with SMTP id MAA29728
	for ; Wed, 19 Aug 1998 12:10:22 -0600 (MDT)
Received: (qmail 5323 invoked by uid 507); 19 Aug 1998 18:22:02 -0000
Message-ID: 
Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites From: Paul Grabowicz Date: Wed, 19 Aug 1998 11:21:28 -0700
How the Web Was Won
Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites From: Paul Grabowicz Date: Wed, 19 Aug 1998 11:21:28 -0700
In-Reply-To: from Eric Meyer at "Aug 19, 98 12:10:36 pm" To: online-news@planetarynews.com Cc: online-news@planetarynews.com MIME-Version: 1.0 Content-Type: text/plain; charset=US-ASCII Content-Transfer-Encoding: 7bit