Re: Ad rates gone south but attitudes still in the north pole

From: Kim O'Connor <koconnor_at_planetoutpartners.com>
Date: Wed 27 Aug 2003 09:55:37 -0500

I have not posted here in awhile, but had to comment on the post below.
A couple of points. First of all, not all campaigns are direct marketing. If
you check out the IAB website you will find all sorts of data showing how
the internet is an important part of an overall marketing campaign, and how
it can increase awareness, purchases and attitudes toward brands.

Second, even at a $2 CPM how on earth can you test any site with $50-200
budget?

Also, you must remember that online media companies are in a for profit
business as much as your clients are....and if we were to accept a $200
buy, we would lose money considering all the people involved in every
buy on our end, including the sales rep, the traffic department, the
accounting department and client services.

Last....the creative can play a HUGE role in the success or failure of a
campaign. Recently I did a 'test' for a client who ran ads showing a
teenage girl. Now, tell me why on earth a website with primarily gay
men as members would respond to such an ad? I now know that I should
have turned down that buy, as it is unlikely I will ever
get to prove the value of our site to this client.

I understand the CPMs are lower than in the past, but I will not accept
a buy for a couple hundred bucks as it simply is not worth my time. I
also do not believe that an advertiser who will only dedicate that tiny
of an amount for test will ever come up with a $20,000 a month budget.
My experience has shown those who cannot commit at least
a few thousand for a buy are not serious, and will have unrealistic
expectations. I would rather find the businesses that appreciate
the audience and opportunities I can offer and will work with me to
assure the advertisers' goals are met and are willing to do what
is required to make sure that happens.

For this industry to succeed we must look for win-win-win situations,
(client, agency and media company) and what you are proposing does not
seem like such a deal in my book.


Kim O'Connor
VP, Sales
PlanetOut Partners, Inc.
tel: 415.834.6335
fax: 415.834.6228
mobile: 415.706.1549

www.gay.com www.planetout.com

P.S. you should require that your campaign runs evenly over the time
frame contracted for. It is up to you to demand equal distribution,
and choose sites that have the technology to do this.











Received on Wed Aug 27 2003 - 09:55:37 CDT