[考古] 网上广告的有效性

、网上广告的有效性

　　V1：by LBSJodie Q49, V30，总分660

　　网上广告的有效性，介绍了各种各样的率的定义，比如click through rate, conversion rate, 等等。然后介绍了一个现象是click through rate在几年内都是下降的，然后有个统计(有题目问到了这个统计在文中的用处)。

　　V2：by hillary220 M51 V35 720

　　(这篇看的比较匆忙，文章大概一屏，大体的框架是这样，估计有些细节需要童鞋们做题时再看看)

　　P1，介绍一种commerce ad，因为最近几年来的禁止，click-through rate(有解释，就是这个网上广告的点击率)一直在下降(有一道题试问这个rate的percentage如何变化，应该是定位在这儿)

　　P2，虽然这个rate在下降，但是ad effectiveness 并未下降，介绍了两个新rate去衡量(记不清楚具体叫什么了，貌似一个是conversion-rate，反正就是衡量真正通过广告去购买商品的比例神马的)，这两个rate没有近年来降低。

　　P3，有个学者研究说，click-through rate低的conversion rate反而更高(其实就是说明了click-through rate没办法衡量)

　　V3：by 静漪静宜 (移到28作为V3)

　　commercial ads 有种广告中有和竞争对手的对比，这种广告比没对比的ads更persuasive。但是另外有fact说其实有对比的广告会让人反感

　　V4：by wulala1990

　　说在网上做广告没有什么效果，因为从1992开始，广告的点击率就在stable decline

　　后来有个人做了个研究，说有两个rate需要注意。一个类似于看了广告以后去买商品的rate，还有一个忘了

　　后来又有个人出来说其实还是有效果的。这种效果是在人们的pre-... 意识里，虽然人们在看到广告的时候没有去点击它，但是已经对这个品牌什么的有印象了。

　　文章不长。

　　网友may24搜索的类似文章：

　　Clickthrough rate or CTR is a way of measuring the success of an online advertising campaign.

　　The CTR for an ad is defined as the number of clicks on an ad divided by the number of times the ad is shown (impressions), expressed as a percentage.

　　For example, if a banner ad was delivered 100 times (100 impressions) and received one click then the CTR would be 1%.

　　Banner ad click-through rates have fallen over time; when they first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent. In most cases, a 2% click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average click-through rate of 3% in the 1990s declined to 0.28% by 2003. Since advertisers typically pay more for a high click-through rate, getting many click-throughs with few purchases is undesirable to advertisers.[6] Similarly, by selecting an appropriate advertising site with high affinity (e.g. a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads, however overly intrusive ads are often avoided by viewers.