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Nov 20, 2000

Test Data: Discussion Group Sponsorships Beat B-to-B Banner Results

SUMMARY: No summary available.
Carole Brummage, Senior Marketing Manager for Eudora by QUALCOMM just started testing text sponsorships on two Internet advertising discussion groups this month, but she says she can already tell she's onto a winner. Brummage told us she has tested a wide variety of online marketing tactics to reach Internet advertising professionals, including ClickZ advertorials, banners on related sites and ads in Media Post's daily newsletter.

While she couldn't reveal an exact clickthrough rate for her i-Advertising List and Online Advertising Discussion List sponsorships, they are averaging almost four times higher than the average B-to-B banner click through rate. Brummage credits her agency, Big Bang, for making great media buy recommendations. She also notes that she and her account rep Nigel Benjamin always subscribe to an email newsletter or discussion group for at least a few weeks before they green light any sponsorships.
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