Hey everyone,
I'm just starting to get into media buys / display, coming from more of a social background. I'm just wondering how "maintenance" (e.g. rotating banners) with media buying compares to social. Do you usually spend more or less time combatting banner blindness and performing various other babysitting tasks with media buying vs. social?
Thanks.
Depends. Where you buy, how big the demographic you are targetting, your frequency cap, your placement.
However, generally I've been able to run media buy creatives without switching them a lot longer than FB or POF.
Thanks Lorenzo, that's consistent with what I've heard re: banner fatigue.
a lot has to do with fresh eyes.....
for instance on a direct buy if you look at the compete/quantcast data and you see it has a high number of return traffic, blindness is gonna set in quicker than if the have a lot of fresh vistors daily.
also I think the banner it self has a far amount to do with it.....some creatives just stabilize and run for weeks.....some kick ass 1 week them drop quick....the less "gimmicky" stuff you put on them(for me at least) the longer they seem to last