BANNER ADS

Banner Ads
According to the latest industry statistics, the industry average for banner ad click-through rates is about 0.5 percent (as reported in the AdKnowledge Online Advertising Report 1st Quarter 2000). This is in line with the direct-response mail industry. One-half of one percent is about what an advertiser can expect from a direct mail effort.

Generally, banners are sold on a per impression or cost per thousand basis, where you'll pay a set amount each time (or thousand times) the banner is served up to a visitor. For example, cost per thousand rates for banners on Yahoo, the world's most popular site, range from $31 US per thousand for a run of site banner to $65 US per thousand for a keyword targeted banner ad that would appear on top of specific keyword search results. Yahoo has a $1,000 minimum buy.

So is $65 per thousand impressions a good deal? At a 1% click thru rate, that's $65 for 10 clicks, or $6.50 per click. There are a lot better places to put your money on the Web at that price. However, some smaller, regional websites sell banner ads that are much less expensive. In this case, banner ads can be cost-effective. The important thing to consider when evaluating banner ads is the projected click through rate and the conversion rate of lookers into bookers. If you are interested in a banners, Travel eMarketing can usually negotiate a better rate than the published price.

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