Re: Hard vs. soft view buys

From: Jim Meskauskas <jimm_at_Mediasmithinc.com>
Date: Fri 10 Nov 2000 15:25:48 -0500

SUE MOSHER <sue_at_slipstick.com> WROTE:
> When we started taking ads, we didn't have a good idea
> of how many views our individual pages were actually
> getting, so we sold sponsorships of a whole page or a
> group of pages, with some sponsors setting a maximum
> number of views per month and others paying for
> whatever quantity of views their banners delivered on
> specific pages. As you can imagine, some of the monthly
> invoices for those in the second group have fluctuated
> a bit.
>
> Now, thanks to the two tracking mechanisms we use, we
> know in great detail how much traffic each page on our
> site gets. We want to move beyond the over-the-transom
> method of recruiting sponsors to a more professional
> approach that, we hope, will result in a higher
> sell-through rate. My question, as we begin to put
> together our 2001 ad buying guide, is whether it's time
> to move away from this "soft" buy concept to a "hard"
> approach that ties each campaign to a specific number
> of page views per month.

As someone who has been buying online advertising for
what constitutes a very long time, it is my advice that
you go with the "hard" numbers. Media planners and
buyers don't like uncertainty, and the clients who hire
them like it even less. Most all of the media
purchased is bought with a delivery guarantee. I would
vote for you converting to that form of selling.

Jim

Jim Meskauskas
Mediasmith
Chief Internet Strategist
Land (Main): 212-551-7995
Land (Direct): 212-551-7904
Air: 510-499-6972
Fax: 212-551-7981
e: jimm_at_mediasmithinc.com





Received on Fri Nov 10 2000 - 14:25:48 CST