Re: CNET changes advertising...we should follow

From: Robert Knight <rKnight_at_corp.RU4.COM>
Date: Fri 02 Feb 2001 10:44:47 -0600

RAMON RAY <ramon_at_smallbiztechnology.com> WROTE:
> If publishers want to encourage more advertising....
> steps like CNET as taken above are what is needed.
> It's not enough to have the status quoe anymore, but
> advertisers demand results, we (content publishers)
> need to give it to them.

Ramon,

Couldn't agree with you more. In fact, in addition to
putting up new, more interesting ads, you can actually
help your advertisers improve performance by giving
them the ability to target their offerings based on
specific user characteristics. For example, a
publisher could offer its advertisers the ability to
show different ads at different times of day, different
ads to users from different cities or geographic
regions, or different ads based on the language setting
of a users browser. All with a system which is easier
than that which publishers use today.

By helping advertisers improve performance, publishers
can charge higher rates. Can you imagine the rates
which a TV station would be able to charge if an
advertiser had to show the same commercial to every
viewer for 6 straight weeks!?

That is Internet advertising today. But the power of
the Internet is that it doesn't have to be this way.
Online advertising can be even more segmented, targeted
and accountable than offline advertising, and therefore
will eventually command higher pricing.

Best regards,

Robert Knight, www.ru4.com
435 Hudson Street, Floor 7 / New York, NY 10014
phone 212.741.4222 / fax 212.741.4224
email: rknight_at_corp.ru4.com <mailto: rknight_at_corp.ru4.com>





Received on Fri Feb 02 2001 - 10:44:47 CST