ONLINE-ADS>> future of web marketing

ken bond (Ken_Bond_4_at_wow.com)
Wed, 18 Sep 1996 14:37:12 -0400

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Because I have been highly involved in strategic planning of national and global products there is a tendency to look at what's going to take place within a 3 year cycle. Some of our media directors and an awful lot of salesman are presenting some very interesting packaging proposals about using the net and presenting an enormous range of costs associated with that prospect. One of the most important considerations I must deal with is that I'm not nearly as concerned about how media is measured but by how media is used by customers and the results.

A full page ad in the WSJ versus a spot on network news versus CNN will basically provide the same general demographic - however - the actual target of a specic ad may be only a handfull of the total and the costs associated with reaching that small group are well out of proportion to the gross costs. When I consider what an ad is intended to do and what it actually does in motivating a specific target it becomes imparative to rememeber that our usual function is to support distribution at all levels - therefore any vehicle that can assist in helping us force distribution is going to receive additional consideration.

As it now stands, I don't believe that general broadcast television represents a fair value in audience delivery - however - cable television presents us with some outstanding values because of the rather specific nature of cable viewership in both network and spot and many of the cable networks are providing web sites.

These sites provide linkage that is valuable because anyone that visits our site has an interest in our products and the web provides us with a world wide distribution system at an enormous savings over general broadcast and print.
Therefore we are suggesting that impressions, cpm's, etc., are not as important as developing a link to our site and any site that has reasonable traffic would be under consideration.

We suspect that within 3 years the number of hh and commercial users using the net will increase quite substancially in part forced by the video modum and access to the net with home tv. This will put an added value on developing a more comprehensive media mix with cross marketing creative and media placement - within media placement the measurement of all media will take on the added dimension of interactive results based on a measurable time frame and demonstrable feed back.

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