Eubin Kim's personal annotations on this page
Calvinklein76 bookmarked
on 2009-03-03
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The idea is to reduce the number of ads, especially the low-performing ones, which should lift a site's aggregate click-through rates and eliminate some of the excess inventory that wasn't sold, anyway.
This link has been bookmarked by 4 people . It was first bookmarked on 03 Mar 2009, by Lia Huber.
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mary butlerSM cut the number of units on a page from 3 to 2, eliminating a skyscraper ad that ran toward the bottom along the edge. The result: a 21% increase in aggregate click-through rates. Some advertisers that had quit buying the site have returned. And the sit
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The idea is to reduce the number of ads, especially the low-performing ones, which should lift a site's aggregate click-through rates and eliminate some of the excess inventory that wasn't sold, anyway.
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"We're coming from a world where a site that was attractive had to show it's
getting tens or hundreds of millions of impressions," he said. "But advertisers
are starting to realize simply having hundreds of millions of impressions isn't
that important if they're getting 0.002% click-through rates." -
"With magazines, you can cut your rates, but you're never going to get it back.
In TV they're not giving away prime time at the same cost as late night. But
that's what we're doing here. We've devalued the medium, and we need to get that
back."
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