Re: Ad Rates Gone South But Attitudes Still in the North Pole
I have not posted to this list for a while, mainly due
to the fact that the responses have generally been
decent. However, I find myself very troubled with the
discussion related to this post.
I have been in the adertising industry for over a
decade, working both in media departments and for
publishers. I started back when online advertising
was being established as a model.
Back then you had to do you own research, negotiations
and validation of your campaigns. If you purchased
something that was inneffective, it was on you.
Have we become so dependent on technology that we
forget one of the key fundamentals of media? Do
people planning online media simply take the word of
reps or "agents" or technology without checking out
the properties first hand. Take some ownership.
As for free trials or cost per acquisition deals.
This is entirely related to the above. If you did a
thorough analysis of the vehicle you would be able to
determine if it is a right fit for your objectives and
strategies. It isn't the vehicles responsibility to
get someone to act on your message. Their job is to
create the opportunity. What you do with that
opportunity is up to you.
As I've stated, I've been connected to online media
since the beginning, and all that cost-per-whatever
does is commoditize the business. Once you begin to
go that route, service will dimenish. Just look at
all the other industries that are commodity-based in
nature.
I am very impressed with the improvement in creative
opportunites that are being offered today. Many of
these opportunities provide way more than a click.
How would you determine the value for all the elements
that are not tracked by statistics?
Received on Fri Aug 29 2003 - 08:58:03 CDT
