ENWorld Advertising

Roudi said:
I like Philip Reed's idea - a "Show All Banners" option. It would have the added benefit of providing Advertisers with evidence that their banners are indeed included in the current run. However, you'd have to work out whether accessing this uberlist of banners counts as an ad impression or not.

I say this because, as an advertisier, I've paid $9.99 for 10k ad impressions and have not once seen my banner up over ENWorld or received e-mail confirmation that it is indeed up. I would at least like to know whether I'm getting what I paid for or not.
Perhaps an emailed screenshot of the monthly webstats, cropped down to show that section. The webstats would show how many times the image has been downloaded and on how many on each day of the month. That's added value right there to any advertiser.
 

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Morrus said:
As examples of ads that have worked really well, here are the successful ones (i.e. high click-thru percentage) from the current roster. You may be able to draw some conclusions as to why these banners, in particular, are getting clicked on more than the others. That may be due to the ad design itself, or to the nature of the product advertised; or, likely, a combination of the two.
Can I suggest you shorten those banner ads, or the page header on the left side of the banner?

Better yet, place the banner ads above the page header (which has the same width as the banner ad) and center it.

As one poster have stated, the page header and banner ads just run across my page to the right that I have to turn off my IE Favorite frame to view the ad.
 

Roudi said:
I like Philip Reed's idea - a "Show All Banners" option. It would have the added benefit of providing Advertisers with evidence that their banners are indeed included in the current run. However, you'd have to work out whether accessing this uberlist of banners counts as an ad impression or not.

I say this because, as an advertisier, I've paid $9.99 for 10k ad impressions and have not once seen my banner up over ENWorld or received e-mail confirmation that it is indeed up. I would at least like to know whether I'm getting what I paid for or not.

I saw your ad. More than once in fact. Alas, at the time I saw it, I was busy with a new baby and trying to catch up on threads. I paused to read it once. I didn't click-through because I'm not sure what value it would offer me as a gamer or a GM.

However, I really appreciate that you have the same ad in your .sig. It allows me to relate that ad to you, as a person.

I suppose the burning question is whether you even need the banner ad right? Could you just use a .sig and a press release to get the same, if not better, results? I don't know.

How long have you had the banner in your .sig?
How long ago did you put up the banner?
Did I notice the banner in your .sig because of the ad that I also saw? (In other words, would I blow off your .sig as just another graphical .sig if I hadn't seen your banner ad? Good thing I don't have .sigs turned off at home eh?)

I don't remember seeing a press release/news item for you or your company. Right now, you have moved from my idle curiosity list to active curiosity. But I am simply replying to your message. Out of memory, I cannot tell you the name of your product or your company. Your screenname is unusual enough for me to sorta remember it.

BTW - I'm not trying to be a jerk or anything here. I am trying to observe and comment on how your impressions are striking me. I'm trying to do it without looking anything else up. I am engaged in this conversation and I would normally try to track a little more info down so I can address the other person in the conversation with a little knowledge. But in this case, I think it is interesting to feed you my raw impressions. It helps demonstrate what I am talking about with your overall presence in my awareness. How effectively are you grabbing my passive attention and asking me to give you a little time to decide I want to buy your product?

That is the crux of the issue right? Is there information sitting here in front of us? Is there something that can be improved upon with the way Roudi is presenting a product and how I am reacting as a customer?
 

Roudi,
I just got out of the shower and was thinking of a couple of things.

  • When I click to post a message, .sigs disappear, banner ads do not.
  • In a similar vein, with changes to te forum, .sigs only display once per page. (A good change in my opinion.)
  • I recognize your ad more on the color and presentation, not content. When I stopped to think about it, I had a vague impression of something with modern in it.

That last point is part of the problem. Looking back at your .sig before I went to reply to this thread, I confirmed that it looks like your product is called "Modernized". I'm still not entirely sure what it means and it would take a while before my idle curiosity drove me to find out.

I like the color scheme, but it really didn't mean anything to me as a customer.
 

Ranger REG said:
Can I suggest you shorten those banner ads, or the page header on the left side of the banner?

Better yet, place the banner ads above the page header (which has the same width as the banner ad) and center it.

As one poster have stated, the page header and banner ads just run across my page to the right that I have to turn off my IE Favorite frame to view the ad.
It looks like the site was designed with 1024x768 as its intended resolution. 800x600 is still the most common screen resolution, although that's slowly on its way out, so I expect there are quite a few people in the same predicament.

Perhaps switching the ads and the logo? That way the entire ad would always show, no matter the resolution ... after all, if the client is paying for a full ad the whole thing would always show, and based on the ENWorld logo the "ENWorld" portion would still remain on screen, no matter what. It would be a shame to cut off any of the logo, but if choosing between a cut off ad for someone who is paying to have the whole thing displayed or the entire logo of a site everyone knows of (after all, if you're already here to view it it's a moot point) ...
 

Roudi, you know I found out about Modernized (which is great BTW, I invite everybody to click on Roudi's sig :)) on #dnd3e. Since I already knew what it was about, I thought the banner was cool, but if I had never heard about it before, well I agree with BSF, it wouldn't really explain what it's advertising. OTOH, it would have made me curious, so I would have probably clicked on it, while I didn't clicked on the dundjinni one, 'cause it's clear it's about maps, and I'm not interested in maps.


I agree with RangerREG too about the position of the top banner. And I'd put one at the bottom of the page too, right above 'quick reply'.
 

Lichtenhart said:
I agree with RangerREG too about the position of the top banner. And I'd put one at the bottom of the page too, right above 'quick reply'.
The problem with such a location is that the closer to the bottom of a page you get, the less likely it is your ad will be seen. When I'm looking through the forums, there are often final posts where I never see the quick reply window due to long sigs or similar reasons.
 

I’ve bought ads here before and I will do so again. But I can tell you how you can get more banner ads from me. :)

My biggest issue with the current sales format is that you have to buy ads for the whole site.

Forum impressions are very ineffective (not even for branding). Most people don’t see them. Users scroll quickly to the last post by habit or automatically if you click “last page”.

On the other hand, non-forum impressions are very valuable (which is mostly the home page).

You should sell these separately. Because ENWorld is SO popular forum-wise, in some ways that hurts its overall effectiveness. When I did banner ads for Legends of Excalibur, enworld had the lowest Click rate of all the other sites (and I did almost every major site).

So if you sold front-page banners separately, I think you could command a better overall rate there. Then sell forum impressions for cheap. This might attract some of the smaller, less funded companies to do some cheap advertising on enworld.

Just my 2 cents. I’ll buy banners when my next HC comes out anyways, but I might buy more if I could buy front-page vs. forum impressions.
 

Roudi said:
I say this because, as an advertisier, I've paid $9.99 for 10k ad impressions and have not once seen my banner up over ENWorld or received e-mail confirmation that it is indeed up. I would at least like to know whether I'm getting what I paid for or not.
If I remember correctly, yours was the banner which didn't come through in the attachment? I recall talking to you about it and you sending me a link to the banner hosted on your own server. I then set the banner running and sent you the link to track it (that was on Saturday 28th).

If you need the stats, let me know - I can copy them and send them to you via email (your login to the ad system won't show anything now, since the banner has run its course).
 

I'll share another phenomenon I've noticed. I can't tell you why this works, but I've seen it work several times. I think Bastion were the first people to do it here, but I've seen a few others use the tactic since.

Basically, instead of buying X impressions and running a banner until they run out, buy X impressions, run four simultaneous banners, each allocated X/4 impressions. The advertising runs out quicker, but, for some reason, the number of click-thrus is significantly higher.

As I said, I don't know why that works, but it seems to.
 

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