Web advertising hits rock bottom

07.12.01

From: Waldo Jaquith nancies.org>

To: xxxxx@247media.com

Date: 07/12/01 7:28 PM

Subject: Re: Low Click Rate

Kristen,

On 7/11/01 10:55am, “Kristen” <xxxxx@247Media.com> wrote:

> You are receiving this e-mail because weíve noticed that youíre site has a

> consistently low click rate. Last month your click rate was below .25%.

>

> Poor click rates keep many high quality sites from realizing the potential

> profits successful campaigns can generate. Click rates are often viewed as the

> yardstick for measuring an advertiserís return on investment. They are the

> first thing advertiserís look for when seeking attractive opportunities.

>

> Because of the revenue we lose with this low click rate, we request that you

> increase the click rate for your site to .25% by the end of the month

> (July,2001). If you do not increase your click rate in that time, we will have

> to freeze your account, which means we will no longer serve banners to your ad

> tags.

>

> Here are a few helpful hints to help bring your click rate up:

>

> … Place your ContentZone banner on the top of the page. It is stated in the

> ContentZone legal agreement that you must have our banner on the top 1/3 of

> the page. You can also place your ContentZone banner in a frame at the top of

> the page. The frame will ensure that the ad will remain at eye-level, even as

> the viewer scrolls to the bottom of the page.

>

> … Chat and game windows generally have low click rates. A slow time rotation

> is probably the best way to control ad delivery. We recommend a 3-5 minute

> rotation chat.

>

> … Placing a short phrase under the banner such as “click here” or adding a

> text link reading “help keep this site free and visit our sponsors” may draw

> attention to the ad and encourage visitors to click.

>

> We hope this will assist you in raising your sites click rate and will prevent

> further action regarding your ContentZone account. Keep in mind, you are going

> to need to maintain a click rate of above a .25% to remain a ContentZone

> affiliate.

>

> As always, if you have any questions or concerns, feel free to e-mail me.

>

> Weíre here to help!!!

You are receiving this reply because we’ve noticed that the ads on our site

have a consistently poor quality, and little or nothing to do with our

site’s users. Last month the click rate was below .25%.

Poor ad quality keeps many high quality companies from realizing the

potential profits successful campaigns can generate. Ad quality is often

viewed as the yardstick for measuring an advertising agency’s ability to

deliver relevant, interesting advertisements. They are the first thing that

websites look for when seeking an company to book advertising for their

website.

Because of the revenue that we lose when paid $0.30 CPM, we request that you

increase the quality of your advertisements by 25% by the end of the month

(July, 2001). If you do not increase your ad quality in that time, 24/7

Media will be delisted from Nasdaq, and the stock value will likely fall

below $0.20 per share. Inevitably, 24/7 will have to freeze their payroll

bank account, which means that they will no longer pay you or any other

employees.

Here are a few helpful hints to help bring your ad quality up:

  • Fake user interfaces (FUIs) only insult the website user’s intelligence.

Those who are inexperienced enough to fall for such tricks will only end up

unhappy and disenchanted with the advertiser.

  • Anybody interested in “free games & prizes” from Riddler.com has pretty

well seen the ad at this point. I’d say that particular market is

saturated.

  • Special bonus tip: showing users a combo Riddler.com ad and FUI ("I’m a

big wuss") with a submit button is extra-special not-good.

  • Placing a short phrase such as "our business model is fundamentally

flawed" at the bottom of each ad may draw attention to the ad and encourage

visitors to click, feeling refreshed by your honesty.

We hope this will assist you in raising your ads’ click rate. Keep in mind,

you are going to need to maintain a click rate of above a .25% to remain

employed by 24/7 Media.

As always, if you have any questions or concerns, feel free to e-mail me.

We’re here to help!!!

Best,

Waldo

  1. shep says:

    Isn't it amazing how we have to deal with this sort of thing?


    Who knew having the #1 DMB site could be so much fun?

  2. Unna says:

    Oh my goodness! Awesome atircle dude! Thank you, However I am experiencing difficulties with your RSS. I don’t understand why I am unable to subscribe to it. Is there anybody else having identical RSS issues? Anyone that knows the answer can you kindly respond? Thanx!!

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