by Brad Smith
As I covered in my last blog, we recently ran some electronic banner ads for a client, not to only sell more product, but also to learn more about the effectiveness of this relatively new B2B media option. We tracked the Web site hits that came from each banner ad we ran.
And in the back of my mind, I was thinking the tracking results could shed some light on the perceived reader value of the publications involved. After all, the “content” used on a B2B magazine’s Web site or e-newsletter often comes from the magazine itself, and is often put together by the same journalists.
Here’s an example of the results in one market segment served by three magazines. The numbers evaluation – circulation to key audiences and ad rates – is fairly close on these books. The more subjective comparison is the value of the editorial to our key audiences. (And since the content is the reason our client's prospects read the magazine in the first place, you could argue this is the key criteria. And a better way to gauge media value than artificial and often nebulous ad space rates.)
Publication 1 e-newsletter – 80 hits
Publication 2 Web site – 30 hits
Publication 3 Web site and e-newsletter – 0 hits
Guess who isn’t going to be on the media schedule next year? Think this is a fair evaluation method of a trade magazine’s perceived editorial value?
Key Words: Evaluation method of a trade magazine’s perceived editorial value. Tracking website hits from banner ads, Do B2B Banner Ad Results Mirror the Value of the Trade Publication Host.
As I covered in my last blog, we recently ran some electronic banner ads for a client, not to only sell more product, but also to learn more about the effectiveness of this relatively new B2B media option. We tracked the Web site hits that came from each banner ad we ran.
And in the back of my mind, I was thinking the tracking results could shed some light on the perceived reader value of the publications involved. After all, the “content” used on a B2B magazine’s Web site or e-newsletter often comes from the magazine itself, and is often put together by the same journalists.
Here’s an example of the results in one market segment served by three magazines. The numbers evaluation – circulation to key audiences and ad rates – is fairly close on these books. The more subjective comparison is the value of the editorial to our key audiences. (And since the content is the reason our client's prospects read the magazine in the first place, you could argue this is the key criteria. And a better way to gauge media value than artificial and often nebulous ad space rates.)
Publication 1 e-newsletter – 80 hits
Publication 2 Web site – 30 hits
Publication 3 Web site and e-newsletter – 0 hits
Guess who isn’t going to be on the media schedule next year? Think this is a fair evaluation method of a trade magazine’s perceived editorial value?
Key Words: Evaluation method of a trade magazine’s perceived editorial value. Tracking website hits from banner ads, Do B2B Banner Ad Results Mirror the Value of the Trade Publication Host.
Flickr Photo Credit: http://www.flickr.com/photos/lenore-m/
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