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

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

Daniel Sroka (
Wed, 25 Sep 1996 09:38:39 -0700

>>If you are opposed to web ads based on the activity at the advertiser's
>>site, copy this sentence in you post and explain why. (Jeff Diehl) wrote:
>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

"luxury of the excuse of unaccountability"?? Please. So are you saying that
if I make an advertisement for a hemerroid product and put it in a teen
magazine, the magazine is responsible for my lack of sales? Come on!

Media provide qualified audiences to the advertiser. That is all. The more
qualified they are, they higher the value of the product. Beyond that,
results are the responsibility of the advertiser. If an advertiser
purchases ad space without paying attention to the quality and the
appropriateness of the media's audience, they are not doing their job.

"Clickthrough" is not the only desired result of an online ad. The goal of
many (most?) advertisments is the building and maintaining of a brand,
association of product to audience, etc. Media cannot be responsible for
"results" because most results are intangible.

Dan Sroka

(These opinions are my own, etc, etc.)

------------------------------- I'm Yahoo!ing right now. -------
Daniel Sroka, Creative Yahoo
Yahoo! Incorporated
3400 Central Expressway, Suite #201, Santa Clara, CA 95051
Email: Ph: (408) 731-3409 Fax: (408) 731-3537

This week's Online Advertising Discussion List sponsors:

"The Ad From Hell" is just one of 11 songs that poke fun at marketing.
Check out for an ideal gift for anyone in the biz.
It's great blues music.


>>>>>>>>Announcing the 1996 CyberAtlas Web Advertising Roadmap<<<<<<<<
Need quick answers? Get a copy of the Roadmap and find your way around
click-through, banner design, and much more:



With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Austin Web Design

Add your company...

Local SEO with Video


Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.