Re: Ad Blocking Software

From: Jim Reardon <jim_at_amusive.com>
Date: Tue 21 Mar 2000 13:02:06 -0600

HAL PAWLUK WROTE:
> But the real absurdity is in thinking of the Internet
> as an advertising medium. Painting an ad on the side
> of a cow doesn't make cattle an advertising medium.

Why not? I could see a future in cow advertisements...
there are millions of active cows in the marketplace
already, and the cost of implementation would be low.

Seriously, though, it's practically already done.
People paint ads on the sides of airplanes, which is
along the lines of a giant, noisy, quickly moving cow.

Everything is an advertising medium.

> The Net is a great communications vehicle. And you
> can work marketing communications into the flow. But
> banners at their current price levels aren't a great
> way to do it.

Okay, so since some places offer unreasonable ad space
rates with unacceptable CTR, all of it's bunk? That's
not very logical reasoning. I've sold banner
campaigns to companies small and large, and have never
received anything less than a *very* enthusiastic
feedback.

Not only that, I've actually received compliments on my
banner ads. Yeah, believe it or not, people are
looking at my cow, and respect the fact that I choose
to place ads they're interested in.

> A direct mail response rate of 2% means that 2% of the
> recipients accepted the offer. A banner click-through
> rate of 0.5% means that the clickers finally get to
> _see_ the business offer. Think about it - it's a big
> difference.

Industry average is not the average on every site, so
this is an incredibly false comparison. A direct mail
response rate could end up with a zero response rate,
too. There are pros and cons to each type of
advertising.

Also, with effective banner ad design, you can even
obtain offer acceptance / leads through a banner. I
do it, in fact, to build my newsletter. The visitor
can subscribe without even leaving the page. 3.5%
response, too.

--
  Jim Reardon <jim_at_amusive.com> 815-744-3119
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Received on Tue Mar 21 2000 - 13:02:06 CST