Re: Interesting Twist to BANNER ADVERTISING
Hi. I've just recently joined this mailing list. We are
a web-advertising company and we also have our own
portals.
The concept of Twist in Banner Advertising sound
incredible. There are two parties to the ongoing
discussion :
1. The ISP's who want to earn revenues through
advertising by changing Ads in Web Sites.
2. Portals and Web Advertising Agencies who wish to
protect their revenues.
What is very interesting is if the two can be merged.
As a Portal and Web Advertising company one is
basically looking out for
click-throughs/revenues/sales. If you see what's
happening with the Newspapers or Television today, one
has the option of releasing Ads for the entire country,
or for a particular regional area. This is very
important as:
The Company placing the Ad has 2 distinct Media plans.
one which is broader and covers the entire population
and the other more specific to regions. Unfortunately,
as a portal & web advertising company we are limited to
the information that is available about a user (without
demographics). Ads are therefore very general. Global
ads and area wise Ads are manageable.
However, to target a customer in New Jersey is next to
impossible if he is an AOL user. I feel that the number
of click-throughs/revenues/sales and dedicated users
will increase if we can dynamically change our portal
ads and even our content to suit the users.
As a viewer of any E-commerce site it would benefit the
user if the site changes dynamically depending on the
area of log-in. One would definitely be interested in a
broader ads like "Amazon ". However, if I'm in New
Jersey I will definitely not be interested in an Ad by
a restaurant in Birmingham, London or maybe even
California. On the other hand any local Ad stands a
higher chance of a click through.
What I'm trying to suggest here is that a Portal gears
up its internal system to dynamically change its Ads
and Content to the user. This will be achieved in a 3
layered strategy.
1. Global coverage of Ads and Contents
2. Country-specific coverage of Ads and Contents
3. Regional-specific coverage of Ads and Contents
The first 2 can be achieved easily. That last can only
happen if Portals and ISPs tie-up so that the portal is
aware where the user is located from the second he logs
on.
Ad revenue generated from the first 2 modes may be
shared between the web-advertising and portal
companies. However, Ad revenues generated through the
third regional layer can be shared with the ISPs also.
I strongly believe that all the three layers have a
significant market share in terms of ad revenue and
therefore all can profit.
Nakul
Received on Mon Jan 17 2000 - 00:02:55 CST
