Re: CPA, CPM...

From: Mark Brownlow <mark_at_keepingthekey.com>
Date: Tue 27 Nov 2001 20:01:49 -0500

ANDY BOURLAND <andybourland_at_yahoo.com> WROTE:

> If I were something of a cynic, I might make the guess that
> it's actually savvy branders who could care less about
> clickthroughs who design ads that build awareness and drive
> a message home without ever needing anyone to click... all
> at the expense of the publishers who carry their ads on a
> per click or per sale basis.

Not a cynic but a realist. Back when publishers were firmly
rooted at the bottom of the learning curve, the only
explanation for a lot of the creative accepted for CPC
deals was:

1. The buyers were after "free" branding, or
2. Their advertising folk were also at the lower end of their
   own learning curve

How they must have laughed at us. Can't blame them for trying
though.

Mark Brownlow
http://www.KeepingtheKey.com/
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Received on Tue Nov 27 2001 - 19:01:49 CST