Re: Do publishers and networks want money?
(Todd Kellner) "No, that's called CPS -- Certain Publisher
Suicide."
(Andrew Bourland) "You want something for nothing. Yes?"
(Scott Brew) "None of the networks are going to make any
money even taking test campaigns at a $1,000 minimum."
(Janet Attard) "$10 isn't enough to test anything."
Let's make one thing absolutely clear:- This was a test.
Regardless of my own personal position; I decided to
create a small business product, targeted to a niche
market, and see if it would go anywhere with CPM
marketing.
Based on these factors, and the HUGE number of possible
sites that clamour for attention. A $10 initial test on
a site that seems targeted is reasonable. That doesn't
mean that's all that would be spent. It's certainly
enough to know if a site's worth more.
(Please note that the references to networks were purely
for placing an ad. Not for professional time to work out
and run a campaign. No small business really wants a
campaign run for them.)
Yet there are two critical factors missing: Almost zero
real targeting ability, and no incentive for small business
to trial anything. Networks do not add much value (from a
simple business/advertisers point-of-view). And it's not
worth the time and trouble to trawl through everything else.
The conclusion: Go CPA. No, not a conscious decision to
stuff publishers. Just the inevitable based on the
alternative.
There is NO such thing as an ad-supported publishing
business. There IS however such a thing as an ad-business
that happens to use publishing as its avenue. The
difference is huge but I fear too many will never learn it.
If all you want is corporates spending large amounts on
branding ads, then I hope you enjoy the wait.
If you want to earn money from other business, then don't
mind proving they get a ROI. You may not like it. But stop
and think from your customer's perspective (the advertiser).
By all means prove me wrong. I'd love there to be a
reasonable way to target and test an offer by CPM.
Mark Hopkins.
Isn't it time someone noticed your ads?
www.PowerPackedAds.com
Received on Wed Jan 30 2002 - 07:26:15 CST
