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NONE: Re: visits vs. hits (fwd)
Re: visits vs. hits (fwd)
xerxes (xerxes_at_clark.net)
Mon, 5 Aug 1996 18:08:10 -0400 (EDT)
Well, throw out the idea of a rate card, first off. You charge a rate (for
a clickthrough to the advertisers' site from your site) proportional to the
comparative maketing cost per good potential (semi-qualified) customer
lead. For example, I go to a car dealership, they give me product
literature that costs them WHAT to print and distribute? I would charge
per clickthrough about 50% of the cost of printing and distributing that
lit.......for a Mercedes maybe dollars, for a Hundai maybe less than a
dollar.
Suppose it is clothing........ Most retail stores compare their walkin
traffic to their local advertising cost. They have a cost per person
coming into their stores, and a cost per customer. I would ask for a
clickthrough charge, about half the cost I estimated they paid per customer
walk-in.
These charges will be attractive to advertisers and should be far higher
than web site owners currently get per impression...fractions of pennies
usually. It is the targeting capability that makes most (not all) sites
valuable....NOT RAW TRAFFIC
At 11:55 AM 8/5/96, Madvulcan wrote:
>Any model for appropriate fees under this sort of arrangement?
>
>
>On Wed, 24 Jul 1996, S. Finer wrote:
>
>>
>> Calculating a visit to an advertisers' site launched from the site where
>> the advertiser has paid to place a banner link, is simple. Doing this for
>> a magazine ad is much tougher. Impractical actually. But impressions
>> alone is pretty meaningless in the web context. Visits are
>> self-screened...and are much more valuable therefore.
>>
>> You want the advertiser to place skin...ok....charge a small placement fee
>> up front, to get in the game, and then a charge for each visit thereafter
>> from the ad back to the advertiser's site. That is an attrackive risk
>> reward model for the ADVERTISIER....the fee is based on responses, not raw
>> impressions.
>>
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