[Web4lib] RE: Web4lib Digest, Vol 46, Issue 20 - Libraries and online advertising

Thu Jan 29 12:35:39 EST 2009

Peter,

Your first post on this was really intriguing which is why I recalled it
when Trish posed her questions.

Despite what you're describing as unimpressive results, the ads are
cheap enough that you can adapt them in the right direction over many
generations if necessary--as you're evidently doing. (Don't try a
genetic algorithm with Superbowl ads though :-))

You didn't say whether downloads of Sarah McLachlan's music or the
number of distinct Naxos users increased significantly following your
campaign.  Did they?

Thanks for providing the update.

Mark Ellis
Manager, Information Technology
Richmond Public Library
Richmond, BC
(604) 231-6410
www.yourlibrary.ca

-----Original Message-----
From: web4lib-bounces at webjunction.org
[mailto:web4lib-bounces at webjunction.org] On Behalf Of Peter Schoenberg
Sent: Wednesday, January 28, 2009 7:07 PM
To: web4lib at webjunction.org; web4lib at webjunction.org
Subject: [Web4lib] RE: Web4lib Digest, Vol 46,Issue 20 - Libraries and
online advertising

We have done several different ads since my posting to web4lib in April
2008.

We have tried targeting citizens based on words like book, reader,
reading etc - with rather unimpressive results.

Had better results promoting Sarah McLachlan on Naxos, once again highly
targeted.   Because of the small audience, the click through rate
dropped rapidly after the first few days the ad ran.   The Sarah ads
were interesting as we ran it first as text only, then changed to an ad
with an image.   The image caused an instant bounce in click through
rate when it first appeared.   Rates dropped off quickly, but the bounce
caused by the image was clear.

We are currently running an ad to support on Video Book Review based Big
Chill Adult Readers club (www.epl.ca/bigchill).
Have seen over 400 click throughs and 1.3 million impressions, cost over
$100.   It is hard to know if an impression is of any value - they are
"free" because we are paying per click.

Seeing a consistent .03 click through rate.   Setting a low daily limit
of $10 - $15 per day limit.   Adjusted cost per click based on whether
we were maxing on a daily basis.   

Can't say that it has lead to more videos being uploaded, but it
certainly has generated hundreds of clicks.   The target was basically
Edmontonians age 18 and up.   420,000 or so according to Facebook.
Click through rate has been quite steady - we change the photo with the
ad part way through the run for visual novelty. 

Would be happy to try to answer any specific questions people have.

Peter Schoenberg
Director, eServices
Edmonton Public Library
780-496-1855
www.epl.ca

-----Original Message-----
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web4lib-request at webjunction.org
Sent: Sat 24-Jan-09 10:00 AM
To: web4lib at webjunction.org
Subject: Web4lib Digest, Vol 46, Issue 20

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Today's Topics:

   1. Libraries & online advertising (Trish Mau)
   2. RE: Libraries & online advertising (Mark Ellis)

----------------------------------------------------------------------

Message: 1
Date: Fri, 23 Jan 2009 11:35:53 -0800
From: Trish Mau <trishmau at gmail.com>
Subject: [Web4lib] Libraries & online advertising
To: web4lib at webjunction.org
Message-ID:
	<e013c4d20901231135s5db0cdc3lfbbffc0f72cb1cb3 at mail.gmail.com>
Content-Type: text/plain; charset=ISO-8859-1

Hi there,

I'm new to the list and looking into libraries & online advertising for
the
Vancouver Public Library in Vancouver, Canada. I'm wondering if any of
you
have purchased online advertising to promote your library in some way,
whether it was specific programs or collections, or the library in
general.
If yes:

1. Did you use an advertising or communications agency, or did you
purchase
the advertising directly from individual advertisers/web sites?

2. Have you ever used Facebook ads? Or ads on other web 2.0 sites? What
about Google Adwords or similar services?

3. Were your online advertising campaigns successful? What was your ROI?
And how did you find it compared to other types of advertising?

Thanks in advance. Anything you can offer on this subject is welcome!

Trish Mau

------------------------------

Message: 2
Date: Fri, 23 Jan 2009 14:23:23 -0800
From: "Mark Ellis" <mark.ellis at yourlibrary.ca>
Subject: RE: [Web4lib] Libraries & online advertising
To: "Trish Mau" <trishmau at gmail.com>, <web4lib at webjunction.org>
Message-ID:
	<4FF35445350CDF4BA13CD4A82B6AB6480331D4F9 at ANA.yourlibrary.ca>
Content-Type: text/plain;	charset="us-ascii"

Trish,

I don't know if you'd already had a look in the web4lib archive, but I
recalled this post and went looking for it:

http://lists.webjunction.org/wjlists/web4lib/2008-April/047278.html

HTH,

Mark

Mark Ellis
Manager, Information Technology
Richmond Public Library
Richmond, BC
(604) 231-6410
www.yourlibrary.ca

-----Original Message-----
From: web4lib-bounces at webjunction.org
[mailto:web4lib-bounces at webjunction.org] On Behalf Of Trish Mau
Sent: Friday, January 23, 2009 11:36 AM
To: web4lib at webjunction.org
Subject: [Web4lib] Libraries & online advertising

Hi there,

I'm new to the list and looking into libraries & online advertising for
the Vancouver Public Library in Vancouver, Canada. I'm wondering if any
of you have purchased online advertising to promote your library in some
way, whether it was specific programs or collections, or the library in
general.
If yes:

1. Did you use an advertising or communications agency, or did you
purchase the advertising directly from individual advertisers/web sites?

2. Have you ever used Facebook ads? Or ads on other web 2.0 sites? What
about Google Adwords or similar services?

3. Were your online advertising campaigns successful? What was your ROI?
And how did you find it compared to other types of advertising?

Thanks in advance. Anything you can offer on this subject is welcome!

Trish Mau
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http://lists.webjunction.org/web4lib/

------------------------------

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