NONE: Advertising on the Internet
Advertising on the Internet
Rich Fineman (rich_at_dirlink.com)
Tue, 30 Jul 1996 09:32:15 -0500
Hello,
This is my first posting to this forum, and I have never done this before so
I apologize ahead of time for my naivet=E9. =20
I am the marketing and sales manager for DirectLink, a company which
specializes in Internet Systems for Publishers. Initially we worked with
magazines getting their publications on line profitably, through advertising
sales, and then newspapers became interested in what we were doing.
All this hoopla about tracking clicks, what are impressions, how many people
viewed the ads, ignores many years of substantial research by
psychologists, marketing experts, and industry specialist about how an
advertisement is suppose to work. =20
A successful advertisement - in a publication, on television, or a
billboard, grabs the readers attention and motivates them to respond to the
advertiser=92s message. Unfortunately, current examples of Internet
Publishing ignores years of proven advertising techniques, producing
ineffective clutter that viewers often ignore. =20
Our concept is to use what advertisers and publishers consider proven
advertising methods, and incorporate them into their Internet publications.
These ads contain all the attributes of a traditional print advertisement
but are designed to meet the unique needs of Internet viewers and are
designed and formatted specifically for the Internet.
With our Ad Manager, NetPublishingTM these display ads are programmed to
automatically appear at page breaks or links on a timed interval. These ads
are not simply static banner advertisements, but are similar to ads
displayed in traditional print publications and commercials displayed during
a TV Show. =20
The ads can be selected to meet each individual viewers needs based on that
viewers demographics. As in printed publications, the publisher can
prioritize the advertisements to meet their customers needs.=20
With this system, there is no need to count impressions, or track clickables
,because our reports are live and dynamic, we know who has seen the ad, and
exactly how much time was spent viewing the ad, if they requested
information via readers service and if they actually did click to go to the
advertisers home page. This extensive detailed information is a powerful
selling tool to help Publishers sell ads based on the performance of their
Internet Publications.
This display ad concept is a much easier sell to potential advertisers than
the banner or sponsorship ads because they already understand this concept
and have been doing it for years. This means that publishers can offer
significantly increased value to the advertiser at virtually no increased
cost to the publisher, thereby increasing advertising revenue. =20
I invite you to browse though a publication that is currently using our
Database and Ad Manager at http://www.powerquality.com. The ads here are
timed to appear every 5 minutes at page breaks and links, so be a little
patient. Any feedback on this concept is greatly appreciated and I have
enjoyed your discussions immensely.
Rich Fineman
VP Sales and Marekting
DirectLink =20
rich_at_dirlink.com
1-800-841-7881
