Re: Cost-per-Action Advertising
MICHAEL ODZA <modza_at_sfnewmexican.com> WROTE:
>While I salute anyone who can make a deal that works, I
>think there's an unfair comparison being made when we
>make the analogy between web advertising and other
>direct response, and try to buy our web advertising on
>a cost per action basis. As one who sustained a highly
>targeted print newsletter for a dozen years primarily
>on direct mail campaigns, I'm intimately familiar with
>the costs involved in DM. It's true that web ad
>effectiveness can be *measured* by looking at the cost
>per action, but I don't think it's a reasonable way to
>*price* the purchase of the advertising space (trust
>me--it's not just because I now have banner ad space
>to sell!)
Great Analysis...pretty soon there won't be any way
for marketers to economically deliver their message on
the web, as there won't be any way for the web to
attract an audience....without content the web would be
nothing...just imagine if TV only had commercials or
newspapers had no news but only advertising....those who
think an on line brochure will attract an audience is in
dreamland ...as an example just look at the audience
generated by the number-one motor oil company, this
company has included their URL on all their advertising
and promotion...there is no one who uses the web that
doesn't know that they can reach this company's web
site by just typing in their name and adding a dot.Com
suffix...After all the eyballs have been made aware that
this company is on the web, only 17,000 unique users in
the world went there in january...and half of them are
employees and half of the remainder most likey
competitors and analysts and stockholders...wake up
no one gives a shit about your information.... so
support the sites that can actually deliver an
audience before they go the way of the dinosaur.
Bob Gordon The Auto Channel
Received on Thu May 03 2001 - 12:27:03 CDT
