ONLINE-ADS>> Re: Corporate Advertiser Perspectives

S. Alles (allmedia_at_cris.com)
Wed, 18 Sep 1996 07:03:12 -0400 (EDT)

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At 12:49 PM 9/17/96 -0800, Ed wrote:
>
>
>Tom writes:
>
>>"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."
>
>
>Finally, someone who realizes that click throughs are more the responsibility
>of the advertiser and their creative and/or the need of the consumer for their
>products or offerings.
>

IMHO the truth lies in the middle. No argument about the actual ad's
contribution to click throughs. It's also clear that click-through pricing
can be problematic for the site. But it's well to remember that the site
(or particular buy on the site) targets/qualifies the prospect. And also
that ultimately the effectiveness of the ad buy will be measured on
cost-per-click-through (or an even more stringent standard).

The risk/reward relationship is a key factor in selecting one ad medium
versus another for a given buy. There's always only so much to spend for
achieving the advertiser's objectives. The site that offers a reasonable
click-through price will have an advantage over their competitors that have
comparable, but impression-based, pricing. And for impression-based pricing
comparisons, how well the site is able to manage the exposures to maximize
click-through would be an important consideration (whether the "sweet spot"
is 2-3 exposures or some other number based on the site's tracking history).

Sylvia Alles

AMS Advertising Media Planning/Buying/Consulting
allmedia_at_cris.com / http://www.cris.com/~Allmedia

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