NONE: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model

ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model

Jeff Diehl (
Tue, 24 Sep 1996 11:33:18 -0800

>If you are in favor of paying for advertising solely based on activity at
>the advertiser's site, copy this sentence in your post and explain why.

This is just the next step in the trend toward accountability that is
demanded when technology allows it. In the past, traditional media (print,
TV) have had the luxury of the excuse of unaccountability, due to the
intangible, unmeasurable behavior results of broad-based, non-interactive,
non-digital advertising. The trend from impressions to clicks on the Web is
unavoidable, and probably so is the trend from impressions/clicks to sales.

I don't know that there is a valid argument against it. When a site claims
to be an effective ad medium, advertisers can now say, "prove it." You
can't rely on the circumstancial limitations of old media to justify the
refusal to prove it. The fact is, ads are much more effective on the Web,
and the numbers are there to back it up.

There is an added burden placed on host websites, which is, to assess the
viability of the advertiser's product and the design of its website. I'm
not sure that's a bad thing. There is a concomitant burden on the Web
vendor/advertiser, as well: what has to come first is a strong
product/sales site, in order to attract potential ad host sites. This is
how it happened with After their success at selling books on
the Web, ad host sites are now providing links to Amazon in exchange for a
percentage of sales resulting from the link. The host sites are willing to
do this exactly because of the pre-established success of Amazon.

Jeff Diehl ( WebPower Inc
Media Director San Francisco, CA

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