 |
|
NONE: Re: ONLINE-ADS>> Advertising on Search Engines vs. Ad Networks
Re: ONLINE-ADS>> Advertising on Search Engines vs. Ad Networks
Chris Bertchie (chrisb_at_townhall.com)
Tue, 15 Apr 1997 08:30:46 -0400
On 14 Apr 97 at 14:17,Mark at <CutCosts_at_concentric.net> wrote:
> I'm trying to get information from people who have advertised with the
> Search Engines (as opposed to getting it directly from their
> salesforces). In what areas have you successfully advertised (i.e.
> search words or categories)? Yahoo! has tons of impressions but do you
> really believe that they're reaching 15M different people per day? Does
> the technology superiority at Infoseek result in higher click throughs
> than Yahoo!? Are there any business-oriented advertisers here who could
> comment on their successes online? Any insights would be appreciated
> since I'm developing an online stock market-related concept.
Town Hall is the largest conservative (political, public policy)
site on the Web, and our target segment is 1) conservative and 2)
politically active and/or involved and 3) interested in information,
not entertainment. Our content has attracted a solid user base
that is noticeably older than the web average (average 42), so
we also target an older, better established segment.
We've been using an online advertising strategy since 9/96, and
started out with the search engines. On search engines, the better
related your ad is to the immediate interest of the user, the better
the response. KEY WORDS WORK, and (for our purposes, anyway) a
general rotation was a waste of money. Yahoo! and Excite have priced
themselves out of site on key word buys, but InfoSeek has done very
very well for us (well-chosen keywords=good click), and while
expensive, is still sold on a CPM basis. Haven't a clue whether
their "superior technology" has anything to do with the higher
clickthrough.
Yahoo!might get 15M impressions a day, but not 15M
users. There are, after all, only (what's the latest estimate? 42
million - at most?) users on the Web. And the more targeted the
buy, the fewer impressions your ad receives, even if millions
are visiting other parts of the site.
We have also had success with sites that DON'T fit our target in
terms of content, but DO have a loyal and repeat user base
interested in info versus entertainment. If users are familiar with
a site, and are coming back on a regular basis to explore new
content, they are more likely to click on an ad promising new
information. My theory, anyway, and it works most of the time.
Chris Bertchie, Advertising Director
Town Hall, Inc.
214 Massachusetts Avenue N.E., Washington, DC 20002
(202)608-6019 Fax: (202)544-7330
Email: chrisb_at_townhall.com
"The democratic process gets wired at www.townhall.com!"
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
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:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
