Banner CTR question (4)

Hey everyone,

I've read somewhere that an ad has to be viewed a certain number of times before someone will take action though I believe that was in regards to print media.

For online media, is banner CTR independent of overall impressions? In other words, all things being equal for a single banner that doesn't change, should I expect that the banner's CTR will remain the same at 100k impressions vs. 1M impressions?

Thanks.

Yes.

However, ceteris paribus is virtually non-existent in this world because of how many variables are involved in online marketing. People, technology, systems.

If you scale from 100 K to 1 M you may increase ad frequency i.e. how many times a unique user sees your ad, start showing ads in new placements, reach different devices, get more volume in different periods of the day, etc.

You might get a CTR decrease but on the other hand the volume bump may push your ads into higher quality placements that were previously not accessed as much do to budget being a part of the traffic sources delivery algorithm (you spend more money > i show ads in more placements).

So, to offer some advice, expect ad CTR to be similar but know your traffic source nuances (and learn from other peoples experiences), and always scale slowly if you are not experienced with a platform's performance.

Originally Posted by zeno

Yes.

However, ceteris paribus is virtually non-existent in this world because of how many variables are involved in online marketing. People, technology, systems.

If you scale from 100 K to 1 M you may increase ad frequency i.e. how many times a unique user sees your ad, start showing ads in new placements, reach different devices, get more volume in different periods of the day, etc.

You might get a CTR decrease but on the other hand the volume bump may push your ads into higher quality placements that were previously not accessed as much do to budget being a part of the traffic sources delivery algorithm (you spend more money > i show ads in more placements).

So, to offer some advice, expect ad CTR to be similar but know your traffic source nuances (and learn from other peoples experiences), and always scale slowly if you are not experienced with a platform's performance.

On top of what Zeno said, except CTR to drop as the ad is shown more and more. Its always a good idea to keep rotating banners in and out, or have a large batch of banners in cycle to keep CTR at its highest.