ONLINE-ADS>> Re: New Ad Model - LESS Accountability

Brendan Kelly (bkelly_at_qm.ps-mpls.com)
8 Oct 1996 08:57:34 -0600

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Bob Wyman: "ONLINE-ADS>> Re: New Ad Model - LESS Accountability"
• Previous message: Donna Dolezal Zelzer: "ONLINE-ADS>> how much money women spend in plastic surgery?"

I have run into the same situation for some of my clients. On-line reps
sometimes try to cover up poor performance by swaying buyers to not get overly
worried about poor page view numbers because we FEEL (right there is the
tell!) that the majority of our readership is coming from AOL. I think in any
discussion where this topic arises, this should be one of the first points
buyers need to disregard in negotiating a banner buy. One should consider
AOL's audience as bonus circ., not to be figured in the relative worth of a
tactic.

I think this is even worse than bulk mail copies of magazines. A buyer never
knows how many copies get into the hands of the consumers as a result of bulk
mail. A positive thing you can say about bulk mailed copies is at least an
audit can give you an exact number of how many magazines are included in a
bulk mail. I do not think there is an equivalent figure from AOL. I'll be
happy to eat my words if there is such a number.

Brendan Kelly

-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:

>>>>>>>>Announcing the 1996 CyberAtlas Web Advertising Roadmap<<<<<<<<
Need quick answers? Get a copy of the Roadmap and find your way around
click-through, banner design, and much more: http://www.cyberatlas.com

-------------------------------------------------------------------------

• Archive Home Page
• Search
• Next message: Bob Wyman: "ONLINE-ADS>> Re: New Ad Model - LESS Accountability"
• Previous message: Donna Dolezal Zelzer: "ONLINE-ADS>> how much money women spend in plastic surgery?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.