RE: Online Advertising Campaign Management solutions?

From: Loren Baker <loren_at_webadvantage.net>
Date: Tue 01 May 2001 10:10:02 -0500

ANDY KENNEMER <akenneme_nospam_at_jcpenney.com> WROTE:

>Right now I'm just trying to identify a list of companies
>to consider. Some of the big players come to mind, such
>as Avenue A & Doubleclick. Does anyone have any other
>suggestions or feedback on these or other providers?


We work with a third party ad serving/post click
tracking company called Sabela <http://www.sabela.com>,
which is owned by 24/7 Media. WebAdvantage.net has used
Sabela as our ad serving firm of choice for about a
year now and we are very happy with their service.

We are a eMarketing, advertising, and PR firm and one
of our specialties is working with direct marketing/
catalog companies and applying their business model to
the web. Since these companies already have a set ad
cost and acquisition costs, the Sabela post click
tracking is vital to running a successful campaign.
And, of course Sabela also tracks regular click
throughs, impressions, and unique visitors in an
impartial, third party manner.

In short, the way Sabela works is they serve a cookie
on a user's computer when the user views a served graphic
ad (banner) or clicks through on an e-mail or HTML site
link. Then tracers are placed on specific pages within
our clients' sites. These pages can be the post-
newsletter sign up page, signs up for the JCPenny wish
list, or, most importantly, the sales confirmation page.
These tracers pick up the cookie on the users computer,
which tracks the exact advertisement and placement the
sale (or action) originated from.

There are two definite advantages to using a firm like
Sabela-
1) When a user views an ad, does not click through, but
then visits the site later and places a sale, we can
track this as a *branded sale*.
2) If the user clicks through on the advertisement,
goes to the site, and then decides not to order until
November... we can still track exactly which ad the
user clicked on months ago and factor that into each
placement's ad costs.

So, basically, what Sabela and WebAdvantage.net can do
is look at each advertisement placement's *return on
investment* and use that to negotiate reasonable ad
pricing in the best interest of our client.

If you have any questions, please feel free to contact me.

Hope this helps,

Loren Baker
Manager, Marketing and Strategic Planning
WebAdvantage.net <http://www.webadvantage.net>
(410)297-9495/(877)493-2237 toll-free EST
(410)297-9462 fax



Received on Tue May 01 2001 - 10:10:02 CDT