Re: UKNM: Figures

[Ray Taylor]

John McCarthy <

j [dot] mccarthyucl [dot] ac [dot] uk

> asks:


 > Does anyone know of a good (free) source for UK and US figures on:

 > banner ad click through rates, CPC rates, CPA rates and CPS rates?


Click-through rates vary from 0%-100% depending on many factors, including


. Quality of creative execution

. If the offer is sufficiently direct

  . If there is a strong call to action


Any attempt to calculate an "average" is meaningless since the distribution

is so high.


Cost per click depends on many things in addition to the above, including

the price that you buy at, the frequency of the banner exposure (show

someone the same ad twenty times, they are unlikely to click on it more than

once), position/format of the ad, etc.


Cost per action is a function of cost per click and conversion (the

percentage of people who sign-up for the offer, having clicked on the

banner).


Cost per sale is the same as cost per action if the action you are looking

for is a sale.


All of these things can be measured for a campaign, but cannot be averaged

out across both sides of the Atlantic.


Anyone writing a thesis/article on how online advertising response rates are

falling should cut out the middle-man and invent the data themselves.


Ray Taylor - eyeconomy online advertising 020 8249 6313

info: www.eyeconomy.com

jobs: www.eyeconomy.com/jobs.htm

mail:

rayeyeconomy [dot] com

data: http://www.eyeconomy.com/resources/research.htm

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