Re: alt.admodel REVISITED

From: Andy Bourland <andybourland_at_yahoo.com>
Date: Thu 29 Nov 2001 09:43:48 -0500

NEVEN PRASNIKAR <artplus_at_artplus.hr> WROTE:

> > http://www.clickz.com/media/plan_buy/article.php/928591

> I am not sure what Jim may be on to but it certainly isn't
> anything new (as he himself admitted!).
> In the early days, online publishers offered this
> model--fixed placement--sponsorship.
> Then advertisers realized they can track online advertising
> so publishers invented CPM deals...
> Then advertisers realized they can track even more...
> So desperate publishers invented CPC deals...
> Then the depression came...
> Advertisers realized that they can rule the world...
> So advertisers invented CPA...
> Now publishers want to go back to pre CPM era?
> I don't think you can turn the wheel back.

Hi Neven,

Actually, right now is a wonderful time to turn the
wheel back.

During the late 90's, at a time when we as an industry
could have been wrestling through, debating,
experimenting with various approaches and models
for online marketing and advertising, the vast
amounts of VC and IPO money grossly distorted the
playing field.

We standardized on ad units and pricing models WAY
prematurely.

The money disappeared, and here we are, back at the
beginning again.

Online businesses need to figure out how to deliver
value in a way that people are willing to pay for
rather than bowing down to the Cult of Free.

Online publishers need to develop ways to leverage
their assets and balance priorities so they can
deliver value both to their readers and to their
advertisers/sponsors... and somehow do so profitably.

This is a GREAT time to be in the industry, because
now we can work to develop a model that can work for
the long run. As we speak, there are some pretty
sharp minds out there working to find a way to make
online measurement models much closer to those they
use in other media.

That's where Jim's article comes in. They're trying to
bring online pricing models closer to radio, tv and
print <each of course, having their own metric,
but they aren't measuring impressions the way we are>.

So we're doing the pioneering work now that we should
have done 4-5 years ago.

And in the discussion groups, we're right at the heart
of it...

Andy


=====
Andrew R. Bourland
... Stay tuned!



Received on Thu Nov 29 2001 - 08:43:48 CST