Re: Why online advertising sucks

From: Jennifer Mintz <jen_at_bam.net>
Date: Thu 08 Mar 2001 10:28:07 -0600

BEN CATHERS <ben_at_phatgames.com> WROTE:

>Larger companies who have huge ad budgets, buy
>ads to brand their name. Banners, even if they have
>poor CTRs, still brand. Sadly, however, many major
>corporations don't see this and are ignoring internet
>advertisements because they don't think they are good
>branding items.

>So if big companies buy ads for brand, and it's
>proven that internet ads brand, then why aren't
>those companies advertising?

>Because internet advertising is still an unproven
>medium compared to television, radio, print, etc - it
>takes a lot to change old ways, which has been proven
>true with large companies failing to go digital or waiting
>to long to do that.

The Internet is still an unproven medium? I find that a
little hard to believe. True there have been many casualties
in the dot com meltdown, but there are a vast array of large
companies, that have benefited from the Internet's far
reaching capabilities and the abilities to track sales,
downloads and leads. If anything, print, radio and TV
are the unproven mediums... can you actually find out
how many people went to your store to buy a pair of
jeans after they saw your ad in a magazine....no. But,
you can easily find that out using tracking technology
which is easily accessible to any company.

If anything, these companies are not advertising because
ad agencies are not selling themselves or the medium
properly. The benefits of the Internet are huge, it is
no secret. It may seem scary, trying to penetrate a
medium where many have failed, but if a proper strategy
is thought out and implemented by people who truly know
what they are doing, then these companies are already
ahead of the game. The problem numero uno, these
companies waste time and money on agencies whose core
competencies are print, radio and TV - and not the
Internet. It's like the blind leading the blind down
a narrow path. No one wins.

Cheers, Jen
Jennifer Mintz
Director of Media Planning
BAM Solutions - http://www.bam.net
T: 514-875-1500 ext.115
E: jen_at_bam.net



Received on Thu Mar 08 2001 - 10:28:07 CST