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Subject: UKNM: Re:UKNM Digest V1 #154
From: Alastair Pinkney
Date: Thu, 4 Mar 1999 05:48:00 GMT

Tomski wrote

"Anyone got any simple tactics / anecdotes to help persuade a client's
marketing department that investing in good external banner creative &
production is money well spent, even for a *tiny* campaign?

I've tried and failed to convince them to use the campaign as a testbed for a
wide-range of different banner creative.

It's the the first time the marketing dept of this client has bought any
banner impressions, and there's no-one in-house with any experience of banner
creative / production."

Click through yields are dropping, apparently. From experience from campaigns
we've run on the Express sites (megastar.co.uk & exress-sport.com) running one
creative treatment for a ten days or more just means that yield just dribbles
away. Most site have a firm bed rock of regular users who quite quickly get
into 'seen that done that' mode when faced with the same banner over time.

Running families of four in rotation, a bit of judicious frequency control give
campaigns a better chance of success when it comes to response.

Alastair Pinkney
Commercial Manager
Express New Media
Tel: 0171 922 2865
Mobile: 07788 754306
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