Re: Ouch! - From 60% to 40%
BRAD JENSEN <brad_at_elstore.com> WROTE:
> What we need is an ad banner ebay, where you can list
> your site inventory and your target market, then people
> bid on you.
On ebay multiple buyers bid for a single object and the
highest bidder wins. You could offer banner advertising
in an auction format as a single entity - i.e. 1
million impressions on site A. However, this leaves many
questions unanswered. If an advertiser hasn't bought
space on site A before, they have no idea whether the
inventory is worth it - i.e. it is not testable. They
have little control over when the campaign starts and
ends. Who serves the ads and who is held responsible
for making sure the 1 million impressions have been
delivered? What is the reach of the inventory? If the 1
million impressions only reach 10,000 unique users,
then each user sees 100 banners on average - this
devalues the inventory.
Banner advertising has some unique qualities that make
it challenging to create a marketplace that works. You
want to make it easy for advertisers to test inventory.
You want to allow advertisers to reach broad or highly
targeted audiences. And you need to manage inventory in
an environment where many advertisers with different
goals are competing for the same space.
We just launched an ebay of sorts specially designed
for the banner advertising space. If you would like to
see how the marketplace works, check out the following
flash tour.
http://www.tribalfusion.com/tour/itour.html
Dilip DaSilva
http://www.tribalfusion.com
Received on Tue Jan 30 2001 - 09:55:39 CST
