Re: Choosing an Ad Network / Email Partner
Brandon Meyers <brmeyers_at_yahoo.com> wrote:
>I guess my question I pose to this board is what types
>of questions should I be asking these companies that
>might not be so obvious? Of course every company I
>speak with will tell me what they are good at but I'm
>not sure what they aren't good at and I don't want to
>partner with the wrong company. We need quite a lot
>of creative work to make this campaign effective I
>realize so would going with an agency rather than
>dealing with an ad network directly be a better
>choice? These are just some of the things I'm
>thinking of as we go down this path.
>
>Any insight into this would be much appreciated and
>welcomed.
Brandon,
The companies you are talking with are all reputable
companies with offerings that should be seriously evaluated.
Determining which specific offering is going to deliver the
best results for your situation will only come after a
process that includes:
1) applying experience to the specific details of your
situation to assess the courses of action most likely
to deliver results; and
2) testing and refinement of your strategy; and
3) testing and refinement of your strategy; and
4) more testing and refinement of your strategy.
While an agency can certainly help you with the
creative aspects of your campaign, the greatest
value an agency should deliver comes from
utilizing their experience in knowing what will
likely work and what to avoid, negotiating the
best rates and terms on the buys, as well as
using their services to orchestrate the testing
and refinement process to continually improve
results based upon defined metrics. And the
best part of the deal is that the costs of
having an agency perform the strategic function
will likely be paid entirely out of the
commissions that the agency receives from
the publishers/networks in return for placing
the online media buys... it should be entirely
free to you (at least it would be if I was
doing the media planning -- costs for creative
design, as opposed to the strategic planning
and execution, might be an out-of-pocket cost).
Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com/
281/480-6300
Received on Tue Mar 18 2003 - 08:43:25 CST
