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

Keith Pieper (adnet_at_adnet.net)
Wed, 25 Sep 1996 18:45:49 +0000

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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.

Do not forget that advertising has indirect affects in addition to
direct results.

Banner ads are a unique combination of a direct-response and an image
medium. Whether the person clicks through or not, you are sending a
message. If they have been exposed to your banner, there is a
quantitative exposure. An image building opportunity. A chance to build
brand equity.

Example:
CNet is a free service to consumers. No fees. No charges. The only thing
financing them is advertising dollars. They advertise on the internet
for two reasons: 1) they want to generate more traffic at thier site to
increase thier ad rates, and 2) they want to be known as THE CNN of the
computer world. Well to generate a brand awareness like that takes some
image advertising.
Banner ads.
Consistent.
Clean.
Clear message.
Whether you click or not, you get the message.

Hence, you DO pay for impressions. You also REAP the benefits.

Furthermore, in response to other comments:
It is a media buyers job to find those sites that would best work for
the client. Being such an infant medium, what are good sites?

Good sites yield cost-effective click-through rates!
Results.

That is the job of the media buyer. To find the sites that yield
cost-effective results. So what kind of sites are those?
1) Affinity sites yield greater clicks
It's like direct marketing. The more relevant the message you are
selling is to
the given audience, the better response rates yielded.
2) Customized banners to the site.
Again, an example of crafting the message to the given medium and
audience.
3) Change the message often
The internet is a refreshed medium. Change your approach often.

As you can see, all of the criteria are directly correlated to the
target consumer's needs. (Gee, do I hear target marketing)

Know your market. Find the best match. Get a cost effective buy. Develop
customized banners. Get results.

Sincerely,
Keith Pieper
Director
AdNet

--
                You have a web site now what do you do?

          Promote it. It's a different kind of animal.
        See some examples at http://adnet.net/transterra
------------------------------------------------------------
Keith Pieper, Director            merle_at_adnet.net 
------------------------------------------------------------
         AdNet=99 The Internet Marketing Authority
          at http://adnet.net  adnet_at_adnet.net
                      402-392-4677 x109


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