Hello, Alex. What's a "hinge-it"?
An "impression" means the visitor actually saw the ad. Unlike a hit, which
just tells you how many "get" commands happened on a page (which can be a
lot if there are lots of graphics) when a company states that there are X
number of impressions that is supposed to mean that the whole page
downloaded and was seen by a human being. (Well, we're guessing that no
dogs take the time to wait for graphics to download <wink>.) You want to
pay for a CPM (cost per thousand) that is based on impressions or
"eyeballs" rather than hits. Keep in mind that just because the banner ad
downloaded doesn't mean that anyone actually noticed it.
It's hard to tell what the "typical" amount of impressions a banner ad has
because every site is different, and so much is dependant on the banner ad
rotation software. I think it depends on what you want -- if you're running
a big media campaign you're probably aiming for 100,000 impressions over a
month, with that amount divided between a collection of sites. Keep in mind
that "typical" is probably based on what type of click through you want. If
you want to drive 20 customers to your web site, and click through is only
2%, then...argh, I really hate doing the math but anyway you have to get
some ghastly amount of impressions in order to have the click through you
want.
I have an article titled "So you wanna do a banner ad...now what?" on my
site that touches on CPM and impressions. Point your browser over to
<http://www.hartcons.com/banneradvertising.html>. Typical placement prices
are just over half way down the page, and the last section has links to
great resources like Clickz and Microscope. You also should check out Mark
Welch's Banner Ad site at <http://www.markwelch.com/>.
--Tamra Heathershaw-Hart
WebDiva
www.hartcons.com
At 11:30 AM 7/21/98 -0500, you wrote:
>Hey everyone,
>
>My name is Alex and I have been put in charge of the companies web page.
>I have been doing a great deal of research on how to advertise with
>banner ads. I see everything is based on impressions and CTM (or cost
>per thousand impressions). I am having a hard time figuring out what an
>impression is, and how many impressions a average banner ad has. Any
>help would be greatly appreciated.
>
>Thanks
>
>Alex Hauck [EMAIL PROTECTED]
>Hinge-It Corp. www.hingeit.com
>phone: 317-542-9514 fax: 317-542-9524
>
>
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