domino66

I am wondering what the common wisdom is on strategies for purchasing a banner ad for a rotating display slot, as far as whether there is an optimal % rotation (when you’re shooting for the most efficient use of your advertising budget.)

For example, a website has offered to sell me a 20% rotation in their top banner slot for $400 / month, or a 100% rotation (e.g. my ad is the only one) for $1,400 / month. I’m sure I could also negotiate a price for a rotation between 20% and 100%...they’re pretty flexible. Obviously, on a purely $ / rotation % basis, option #2 (heavier rotation) makes more sense, but I am wondering (since I’m rather new to all of this) whether there is an optimal rotation %...is there a point of diminishing returns? For example, maybe a 50% rotation (where my ad appears on exactly half the page views) would be just as effective as an 80% rotation…just wondering about the general consensus on this.

Especially because the page I’m going to advertise on is a web-based bulletin board, so most readers will be surfing to at least 5 or 6 different pages within the site…so I’m thinking that having my ad in front of them for half of those might be just as effective as if it were ALWAYS displayed…either way, they’re going to be exposed to it pretty heavily.

Thoughts?

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