Internet Branding 2: Media context and Value For Money
Jeremy SwinfenGreenThe Site ClinicDefault opening pages
Default opening pages are often used by internet novices who have yet to discover how to change them. The time spent on these pages can be very short. However, large numbers of people visit them and advertising here can raise awareness.
Users are diverse and it is hard to target messages, except where repeat users stay for some time on the site, possibly using it as a portal. Here, targeting based on previous behaviour may be possible.
Most users are intent on going...