The Lifespan Of A Banner Ad?

So i was just reading an article from 2000 that went in to some pretty good details about how long verious industries banners run before they start seeing diminished returns and i was wondering, even though adult wasnt on the list, what sort of life expectancy we should be attaching to the buttons and banner we use on our sites are?

From the article, it stated that the average life expectancy was around 4.1 weeks after which time the banner was either dropped, or the returns being seen by the companies using them were negligable.

Now granted this was a lifetime ago in terms of the 'web' but i wonder how true that data is today and, as mentioned, what the average life expectancy of a banner for an adult site would be these days?

Would you be interested in seeing sponsors offering new banners and promo materials on a regular monthly basis or do you tend to stick with one ad for each site you promote?

Im seriously considering setting aside a monthly budget to create new banners for all of my current sites based on what i just read, if it holds true in the adult industry, it would certainly seem like a good investment.

What do you folks thing, has the lifespan on a banner ad dropped below 4.1 weeks for general ads and how much lower/higher do you think that figure is for banners relating to the adult industry?

I know on GWW i typically ask community sponsors to send me over a banner every month, sometimes ill ask for 2 or 3 so their ads can be kept 'fresh'.

Regards,

Lee

On existing TGP gallery pages and free site pages, it's not worth making changes to the ads as many TGP's and the occasional link list do not allow any changes once the page/site is accepted. It would otherwise be feasible if one used scripting to make banner changes, but then I make variations from templates with each new free site and gallery page, so this would be had.

That being said, it does help to have new banners for new sites and galleries. And it is also nice to rotate banners on high traffic pages. I'd say a new set of banners every 3 months would be ideal for paysites.