ONLINE-ADS>> Signatizing

Shawn Seabrook (shawn_at_pop.onwe.co.za)
Mon, 21 Oct 1996 14:11:03 -0700 (PDT)

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Signatizing - Anyone got a better word for it?

This is a follow up to my first post about a new form of advertising using
one's sig. file in e-mail discussion groups.

Thanks Leonid for that interesting fact about 200 people visiting a page in
2 days as a result of a Usenet posting.

An important issue raised so far is the tracking of the effectiveness of
such advertising. This is not limited to signatizing but is also applicable
to banner ads as well. We already know the arguments around charging for
views of banner ads as opposed to click-throughs. The same applies to
signatising. Everytime the signature is seen the URL has been 'impressed'
upon the viewer. Signatising also has the added benefit over banner
advertising in that unlike banner advertising the client can be guaranteed
that e.g. 10 000 people are seing his slogan and URL *Regularly* over a
fixed period of time which might be better than 100 000 hits from 100 000
people who only see the banner *once* each.

Should people want solid stats of course, the URL being advertised can
always refer to a specific page that is not advertised anywhere else and the
hits on that page counted.

I would imagine that signatising is a longer term advertising strategy
because its success will depend on long term familiarity as opposed to the
original *wow* of a well designed banner ad.

As with banner ads sigads (again further suggestions as to nomenclature
solicited) should also be well designed. A first thought is the tendency of
readers to skim through large volumes of material and this is often done in
a column so in order to catch the eye:

---------------------------------OOOOOOOOOOO--------------------------------
------
----------------------------------------------------------------------------
------
SA WINE SHOP I'd rather drown RED WINE
CONTAINS
www.icon.co.za/~mikef in WINE than swim TANNINS WHICH
email:mikef_at_icon.co.za in water REDUCE HEART ATTACKS
----------------------------------------------------------------------------
------
---------------------------------OOOOOOOOOOO--------------------------------
------

or something to that effect, this one was done on the fly, a proper sigad
would be better planned.

The next time you read through a e-mail discussion list, notice how many of
the signatures are familiar to you.

Thanks for the response
Shawn Seabrook
$$$$ This space to rent $$$$

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