HOTWIRED MANAGES BANNER FREQUENCY: NEW SOFTWARE ENSURES THAT VISITORS DON'T SEE SAME AD TOO MANY TIMES

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You've spotted a cool ad on the Net and want to see it again. You go back to the place you saw it, but it's nowhere to be found.

Chances are you're a victim of ad rotation, a technique some Internet publishers are mining to an extreme.

HotWired Network (http:// www.hotwired.com) is the latest to jump on the bandwagon. Its new feature, dubbed "reach-frequency management," allows it to make sure targeted visitors see an ad banner only a specified number of times before the ad is rotated on to different visitors.

MANAGING AD FREQUENCY

An advertiser could show 50,000 unique visitors the same ad not more than four times each, for a total of 200,000 impressions.

HotWired isn't the first to develop frequency management. The DoubleClick network introduced a similar feature at its launch last March. DoubleClick claims that less than 1% of Net surfers will click an ad banner after seeing it more than four times, compared to nearly 3% that click on the first impression. DoubleClick calls the phenomenon "banner burnout."

A spokeswoman for NetGravity said her company plans to add a similar frequency tracking feature into a future version of AdServer.

HotWired will market the new service to all its advertisers at the same cost as its other "smart target filters." HotWired's ad rates start at a $100 cost per thousand for up to 200,000 impressions, with the first smart filter an additional 15% and each further filter another 5% of the CPM.

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