NONE: Corporate Advertiser Perspectives
Corporate Advertiser Perspectives
Ricci, Tom (Tom.Ricci_at_mars.process.com)
Fri, 13 Sep 1996 10:04:35 -0400
Hi all.
I"ve been following this list for quite some time now and it seems the
majority of posts relate to how you folks can attract advertisers to your
site, price your services, and make a profit.
Here's a few thoughts from a corporate advertiser. When I purchase
online advertising services, my selection criteria is not much different
than purchasing print media. Since I have a very specific target
audience, I'm looking for sites whose demographics matches the target.
Many sites have become more sophisticated in their ability to capture
demographic information on visitors to their sites, and in turn, can
provide me with more compelling reasons to advertise. Once I've found
sites that reach my target audience, then, of course, I start measuring
cost effectiveness, usually by cost per impression. I like the idea of a
guaranteed number of impressions, as it makes my selection process
easier, and it gives me some leverage in negotiating price (no, I don't
automatically accept List price, and I fully expect to negotiate a fair
price driven by a competitive market).
In general, when purchasing online advertising, I'm interested in the
number of impressions. I do track click throughs, but only to measure
the effectiveness of my ad. I believe the responsibility to generate
click throughs lies with the quality of the ad itself.
As we advertisers continue to learn how better to increase the
effectiveness our on line advertising, I'm finding that citing the number
of hits to our Home Page is no longer a satisfactory critieria. Much
like traditional print media and direct mail, we now can find ways to
capture the names, demographics, and purchasing interests of our
prospects online. I believe successful advertising sites will find
creative ways to provide us with more information about our prospects
than just the number of hits. An advertising representative recently
talked to me about their site (http://www.nwfusion.com/), in which they
have 50,000 subscribers. Advertisers receive the names and complete
demographic information of each prospect responding to their online ad on
a daily basis. This approach I find quite interesting and valuable and I
suspect this may be the wave of the future.
Sorry for the length of this post and don't mean to state the obvious,
but I don't see to much activity here from the corporate advertisers
point of view. Good luck to us all.
Tom Ricci
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