GLENN SOBEL <YourWebURL_at_aol.com> WROTE:
> To all of the people who insist on trying to find an "average,"
> and specifically in response to Brandi Jasmine's statement
Here in the UK the latest data sources claim again that
the banner is dead and that he average (Yawn!)
clickthrough is 0.4% against last year's 0.5%. (Is
there really an average!) Why do they only look at one
half of the equation. Prices in the UK are probably 60%
to 70% cheaper this year so that the cost effectiveness
of the banner has actually gone up! Now marry this with
a good banner advert and you do have an effective medium.
The new kids on the block this year try to pedal opt-in
and double opt-in e-mail lists at super high prices (well,
it is e-mail and it's the hot potato here at the moment).
So cost per response actually means Banners win here too.
This will change but then the big companies still don't
negotiate effectively for their big clients. Too much to
do, too little time...notenough money in it.....
Granted there are different conversion and click through
levels in the real world out there, it's just a shame the
industry can't write about success stories/campaigns a
little more.
By the way all forms of online advertising have their place
and should be used together, and hey, even with some
traditional media to perhaps.
Cheers...
Jon Clarke
eyeconomy
Specialist online media planning and buying advertising agency, Est. 1996.
Tel: +44 (0) 20 7329 7333
jon_at_eyeconomy.com
York House
78 Queen Victoria Street
London
EC4N 4SJ
Received on Mon Oct 15 2001 - 17:02:22 CDT
