ONLINE-ADS>> Re: Corporate Advertising perspectives

Ricci, Tom (Tom.Ricci_at_mars.process.com)
Thu, 19 Sep 1996 09:24:21 -0400

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Hi all, re: corporate advertising perspectives,

Sylvia wrote:

>>>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. <<<

I certainly agree that the click-through price is important, but I've
found that generally speaking I am able to manipulate the number of
click throughs based on the offer (or bait) in the ad. With that
knowledge, I'm more apt to look at guaranteed impressions as the key
pricing factor.

>>>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).<<<

Good point, hadn't considered that. Here the onus is on the advertising
site to provide the value, and as I mentioned earlier, the winning
advertising sites will be those who are the most creative in providing
services to us. There is a glut of options in selecting print media
today, and I sense the same will be true online shortly. Online sites
will need to define some true differentiators in service to be
successful.

Thanks,
tom

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