Jeff Lancaster <jlancaster_at_trueimpact.com> wrote in part:
>I certainly don't think that Session based campaigns are
>the silver bullet the Internet has been looking for to
>prove its a better marketing medium than TV. But I do
>think that they can do a couple important things for an
>advertiser, some things that the Internet as a medium has
>maybe lacked in the past.
>
>1) This type of high frequency advertising can certainly
>increase the likelihood an advertisers brand will get
>noticed by a consumer as opposed to a regularly rotated
>campaign (especially if a marketer uses proper targeting
>when setting up the campaign)
Agreed up to a point, that point being that the quality of
creative and message being delivered is what attracts
notice in the first place. But if the messages are multi-part
stories, what is to prevent the viewer from missing part 1,
seeing part 2 and missing parts 3 through 5.
> 2) I also think that there is a brand effect here. As
>the ads follow you through the site it can intensify its
>effect. It would be pretty hard to duplicate the effect
>of TV with simple Gifs and Flash but it is a step in
>the right direction.
If the ads are prepared with continuity among them
there should be some kind of branding effect. If the
message is incomplete without seeing all parts of the
multi-part ad, the branding effect could come off
with decidedly mixed results.
I think the concept shows promise and figuring out
how to maximize its potential is the job of those using
and offering it.
>And from a publishers point of view, the more ways you can
>monetize and sell your site to advertisers, the better.
Absolutely agreed! But the secret is not just selling your
site to advertisers, but converting them into being believers
by making their advertising work on your site.
John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com
Received on Fri Dec 14 2001 - 07:41:48 CST
