HotWired manages banner frequency

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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.

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HotWired Network 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.


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.

Copyright February 1997, Crain Communications Inc.

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