UKNM: Re:UKNM Digest V1 #154

[Alastair Pinkney]

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

www.megastar.co.uk

www.express-sport.com 

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