Web ads are underpaid?

Gianugo Rabellino (nemorino_at_mozart.publinet.it)
Tue, 27 Aug 1996 11:39:22 +0200 (MET DST)

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Hi everyone!

This is my first posting to the list, I hope you will forgive my English
errors.

I'd like to ask your opinion about what I think is a key difference
between Web based advertising and print/TV media. There are two issues that
are in my opinion worth discussing, and that make me think that selling web
advertising at rates similar to other media mean being heavily underpaid:

1. No other media allows advertisers to have customers coming directly
to them after seeing the advertising. In print advertising I can dog-ear
the page, and try to remember to go to someone's shop or to phone the
company for further informations, and even worse is the situation
with TV advertising. Having a Web-based advertising, on the other hand,
means being able to be informed and, what's more important, being
able to BUY at once: the advertiser's "shop" is just one click away.

2. Click-throughs mean even a potential damage for the site carrying
advertisings. I think that the site I'm running (OperaWeb, at
http://www.opera.it) has a good response from readers, being the average
page read/user ranging from 7.5 to 8.5. If we are getting say 1 cent for
any ad exposure, this means that the average user gives me 7-8 cents
per visit to the site. If the user, anyhow, finds on the second page
of the site an ad in which she/he is interested and clicks on it, this
means that from hime I'm getting just 2 cents (2 ads only displayed).
This also desn't happen with TV/print media.

I hope that someday (maybe now it's far too early) these particularities
will be recognized from advertisers. All in all, I think that once the
Web will give advertisers an exposure similar to (or, why not, better
than) print/TV media, we will deserve more money from them.

My 0.02c worth...

--
Gianugo Rabellino

Editor of OperaWeb (http://www.opera.it)

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