Re: Web publishers in trouble

From: Mauricio Macedo <mauricio_at_iron.com.br>
Date: Tue 20 Nov 2001 21:11:48 -0500

At 14/11/2001 Wayne Dempsey wrote:
>Why? Let's consider the market. A few years ago,
>the web industry sprang up and created all of these
>advertising opportunities and properties.
>In addition, the web-based advertising has the
>'disadvantage' of being highly traceable (yes, this
>is a huge disadvantage for web-publishers).
>Advertising has always been a 'fuzzy' medium - it's
>been difficult to track the effectiveness of any
>campaign.

Wayne made very good points about online advertising.
I agree with all you said, I just would like to add:

- we don't know exactly what is the right model for
the online advertising market, including how many
players the market can support. Will it be like TV,
with the top 10 properties, like radio, with top 5
properties per region, a mixed model like newspapers?
The good news is that crisis like the one we're in
will help mold the market.

- we don't know exactly what is the best way to transmit
a message in online advertising. I don't know how TV
got to define its 30 seconds commercial and 45min of
content/15min of ads ratio, but I know it wasn't a model
they chose at the beginning. We started with 468x60
banners in 94. Maybe the solution is DHTML, Java, Flash,
bigger banners, text banners, more banner real space,
interstitials, or even banner sequences per user session
(if you see five pages in the site, you will see 5
complementary parts of a message from the same advertiser).
This crisis is making sites try other formats, like
pop-unders and pop-ups, so with some luck we will find
out the best format soon.

- even how much in revenues online advertising can generate
is questionable. Will Yahoo! for example be like a Time
magazine, or like a ABC tv network? It's not known how
much online advertising will generate per user, will it
be $0.1, $1 or even $10 per year?

I won't even mention the estimated adoption of broadband
in the next few years, that is prone to change the online
market landscape and publishing costs dramatically...

Best regards,
Mauricio Macedo
Sales Manager
http://www.netmmercial.com - full browser banners made easy





Received on Tue Nov 20 2001 - 20:11:48 CST