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

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

Al Bredenberg (ab_at_copywriter.com)
Wed, 25 Sep 1996 11:51:50 -0700

I guess I can see it working either way.

>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 model would require a close partnership between advertiser and
medium. The site where the ad is placed has to deliver the kind of
audience the advertiser needs. Whether they click through will depend
partly on their involvement with the originating site. Are they too
busy with the content to click on the ad? and other similar factors.

But whether they click through also depends on the quality of ad
creative. Are banner copy and design effective and compelling?

How about their activity at the advertiser's Web site? This depends in
part on who gets delivered from the originating site. Has the site
really sent the right target market? If so, the advertiser has a good
chance at some activity -- direct sales or leads, responses to an
offer, survey, contest, or whatever.

But whether the advertiser really gets the kind of response they're
looking for also depends on the creative at their own site. If the
site is over-designed or under-designed or poorly designed, visitors
may take a quick look and click back. If the site is well-designed
and compelling, response may be good.

If the originating site is going to be held responsible for what
happens at the advertiser's site, maybe they should be involved in
the creative side of things. At least they would need to be concerned
with whether the banner or other creative is effectively designed.
And they would need to visit the advertiser's site and say 'Yup, our
users will respond to this,' or 'Nope, don't bother advertising with
us.'

This would require cooperation, communication and collaboration. An
approach like this might have great value and could benefit all
parties.

>
>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.

I can see it working this way, too.

I think many advertisers (especially direct marketers) are savvy enough
to conduct tests and trials to find out which Web ad placements are
getting the right response. They'll conduct tests across many Web media
to determine which sites deliver the most visitors that match their
target market. They'll examine how those visitors behave once they
arrive.

When they find the Web sites that deliver, they'll vote with their
feet (and their advertising dollars.)

Many advertisers are already doing this.

********************* ab_at_copywriter.com ***********************
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