Banner Advertising

Better to put all budget into one site, or divide among several sites?

[Eljaybe]

If a client gives you a budget to spend on banner advertising through well-targeted, high-traffic Web sites, would you put all of the budget into one or two sites, or would you spread it out among several sites?
It seems to me that it would be more effective to double or even triple the impressions on a couple sites rather than spreading out the impressions among several sites.
However, there is a chance the same viewer will see the same ad over and over again...which is good for implanting your message, but on the other hand they may not have a need for that product/service thus resulting in those added impressions being a waste of money.
Therefore, is it more effective to spread the budget among several sites (but less impressions) and potentially reach more unique visitors?

[Precious pearls]

Hello friend,
It is a conditional question. The thing of main concern is that you are giving ads on which sites. If those are high PR sites than you can give ads on multiple pages of the same site. But if the PR of that page is not so good so it will be better to give ads on multiple sites.
Precious_Pearls

[Marketing Guy]

It really depends on your industry, but I really wouldn't put any focus on any perceived PR benefits as a priority (there are more cost effective ways than banner ads to generate PR).

I would compile a wish list of sites you want to advertise on and compare demographic info, banner placement, costs, etc and see which will give you the best deal - it shouldn't be hard to project some figures.

MG

[Eljaybe]

Thanks for the advice.
I have a list of about 8 sites that are all very qualified for this campaign- high PR, high traffic, on-topic. Maybe it would be best to narrow them down to 3 to 5 sites and see how the banners perform for each. I guess there really is no right answer... it's trial and error.