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

Richard Jenkins (richjen_at_microsoft.com)
Wed, 25 Sep 1996 10:39:53 -0700

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>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.

I'm in favor of paying the ADVERTISING AGENCY solely on the basis of
visits to the advertiser's site. Ultimately, the business that is
derived from advertising is going to depend on the success of the
creative marketing team. Why should a host site take the hit for an ad
that doesn't work?

It's strictly the job of the host site to deliver the eyeballs, so it
makes eminent sense to pay for space on a site at a rate per impression.
A successful site gives advertisers the exposure they need.

It's the ad agency's job to turn impressions into click-throughs, so it
makes far more sense to me to pay the agency on that basis. Once a
customer arrives at the client's site, the ad has done its job.

Activity at the site, turning visitors into customers, is partly a
function of the site's design, but it really hinges more concretely on
effective marketing and a good product. I don't believe either the
advertising host site or the ad agency should be blamed if the company
has a garbled message or a lousy product.

Just because technology allows better tracking of ad results doesn't
shift the burden of successful marketing from the company to the host
site.

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