Re: online-ads Serve the Customer
JANET ATTARD <attard_at_businessknowhow.com> WROTE:
> Do purchased direct mail lists typically have that
>kind of response and conversion rates? Ditto for TV
>and magazine ads? If advertisers are NOT typically
>getting those kinds of response rates and conversion
>rates on NON-house lists, why should they expect them
>from the web?
I've written a fair amount about interactive TV and
TV/PC Sync. Dominos Pizza in the UK sold pizzas online
during some sporting events and Saturday night movies.
On TV ads drove users to their computer screens. They
had that kind of success -- they might even have done
better, but customers who didn't live close to a store
couldn't order. I also think the World Wrestling
Federation gets that kind of results. They see spikes
of nearly 1,000 percent when they drive traffic from
an event to their website to buy related kitsch. Wink,
which is onscreen, interactive TV with settop boxes,
claims that they get much better results than that --
40 and 50 percent ordering informational brochures.
But they are very cagey about it, and I could never
find an advertiser willing to agree that was the case.
One of their customers was Ford Motor Co. selling Ford
Focus, which they target toward first-time buyers.
And Ford was definitely pleased with the way the Wink
campaign drove people to the dealerships, but nobody
wanted to attach numbers.
I think it's an interesting phenomena and so does
Nielsen Media Research and NetRatings Inc., which have
jointly launched a convergence lab to measure this
kind of stuff. The first findings are supposed to be
available this month.
Jennie
Jennie L. Phipps
Independent writer & editor
32391 Dunford St.
Farmington Hills, MI 48334
(248) 324-0128;Fax:(248) 489-9414
www.jenniephipps.com
jlphipps_at_jenniephipps.com
Received on Fri Mar 16 2001 - 18:37:59 CST
