A Little Common Sense Please
Ivan Weltman and Tom Stevenson,
Can I ask why you think these studies are revolutionary?
Obviously the current market frowning on CPM should be a
clue that there is something messed up with the research
studies you quoted. And, please note I am not against
CPM or CPA. I am just pointing out a few important
things no one seems to take into consideration.
1. These research studies basically tell you that if the
ad is large enough to slap you in the face people will
remember. Have you seen the huge sky scrapers and the 300
x 250 banners paid subscribers to the Online Wall Street
Journal (like myself) have to put up with? Of course
I will remember them. They take up a quarter the screen.
What those studies tell me is that the future of
advertising will expect publishers to replace their home
page content for an 800 x 600 banner. I am sure
that will drive up brand awareness :)
2. If you sell me an e-mail list on a CPM basis how do
you propose I gather this information prior to my paying
you? (FYI - If you can tackle this you will be the hero
of the entire online advertising industry)
A. How burnt out is your e-mail list?
B. How many offers, similar to mine, have your users seen
within the past 6 months?
C. What is your open rate?
D. How can I know you actually did send out the total amount
of e-mail I paid for? How can I get a third-party
unbiased report?
E. How did you acquire your entire list? Were they opt-ins,
opt-outs, were they acquired with incentives or without
incentives, were they bought with or without
authorization?
3. What if an online e-commerce owner doesn't care about
branding but only about sales. Why would you try to sell him
or her on a branding-CPM type of campaign? If the total sales
aren't met he loses.
I've asked these questions in a previous post but no one
seems to want to tackle the true issues. Until these are all
ironed out the CPM vs.CPA case will keep its rocky course.
GOD BLESS AMERICA!
Miguel Taylor Alvarez
Encenta, Inc.
VP, Sales & Marketing
(801) 431-0022 x 204
Fax (801) 431-0021
mailto:miguel_at_encenta.com
Encenta.com
WinDaily.com
TheTravelClub.TV
GuessTheView.com
Received on Fri Dec 21 2001 - 13:12:10 CST
