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NONE: Re: short vs. long-term
Re: short vs. long-term
Jeff Leane (leane_at_emerge.com)
Wed, 4 Sep 1996 20:15:22 -0700
On 9/3/96, Bruce Milligan wrote:
>In a message on 9/2, Tony Glassman wrote:
>
>>I suppose my ultimate question: Is this (group) the place to share ideas
>>about engaging and endearing people to what the web can offer? Or is it a
>>place for superficial discussions and transparent email signatures?
>
>...how to design Web banners, get
>the most cost-effective buy of ad banners, or measure & analyze the
>click-through rate ... are all important topics, to be sure, but
>only for "today". We've already started to see the emergence of
>tools and technologies that can block online ads.
>...in the (near?) future I believe online ads will have to move
>beyond mere buttons and banners.
*Thank you, Tony and Bruce.* I am glad that someone has broken the spell,
if only for a moment. I share this skepticism about the viability and
sustainability of the current ad model, and look forward to the industry's
maturing past it. This maturation will bring more *value* both to ad
buyers and to consumers. As for ad sellers -- well, adapt or perish, right?
I believe they can adapt. My company builds tools to help them adapt. We
launched one of advertising's most-hated technological bogeymen [1] and now
have turned it friendly [2]. We think it may offer part of the answer to
getting out of the morass of counting hits, rotating banners, etc. (Among
the first on this list to try it was Tony. Smart guy.)
Bottom line: Technological evolution (and buyer values) will just keep
pushing you. Think ad-blockers are scary? They're child's play. Far more
powerful technologies to improve consumer choice are coming down the pike,
and they don't look much like banners. Advertisers can fight them or
embrace them. This need not be a scary process; it can be as simple and
painless as asking, "What is it that my customers value?"
-- Best regards, Jeff
[1] BargainFinder, http://bf.cstar.ac.com/bf
[2] Identify, http://www.identify.com/webmasters.html
+-----------------------------------------------------------+
|Jeff Leane V: 415-328-6700 |
|V.P. for New Ideas F: 415-323-3281 |
|Emerge Consulting E: leane_at_emerge.com |
|171 Forest Avenue W: http://www.emerge.com |
|Palo Alto, CA 94301 http://www.identify.com |
| http://www.well.com/user/leane |
+-----------------------------------------------------------+
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