Re: What is fair? Clicks or Conversions
I have to admit that the online industry has caused itself
more harm than good with 'click' forms of advertising.
I totally avoid 'clicks' as they do not take into account
any value for User 'brand awareness', despite the User
skipping past the advertisement plus, being so open,
adverts leave advertisers open to deliberate attacks by
competitors, vested interests or deceptive manipulations
that create artificial User traffic and thus higher
performance based advertising costs.
I believe that 'offline' rules work best, although to
attract maximum value, the hosting portal must be able
to demonstrate added value for the advertiser.
In our case we are offering fixed fee displayed logo
advertising on 'generic' websites that effectively
target segmented markets, i.e. www.travel.au.com.
The more traffic I drive to the generic site, the higher
the annual advertising fee.
If Users don't click on a particular advertisers
advertisement, not my concern. They may have had a
previous bad experience with that particular
advertiser or the advertiser may have had bad press etc.
My job is to get 'interested' eyeballs to the 'generic'
website.
Advertisers MUST pay for advertising that adds value.
Advertising on marginal websites that can't add value
will always be at the mercy of advertisers.
Websites that can't segment the market to encourage
targeted marketing don't have much of a life span I
would suggest.
Kerry Henry
CEO
ClickOn Australia Pty Ltd
www.clickon.au.com
Received on Mon Oct 22 2001 - 16:32:34 CDT
