ONLINE-ADS>> requested vs push ads

Bruce Cohen (bruce_at_sprintlink.co.za)
Fri, 18 Apr 1997 08:30:42 +0000

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Craig Swerdloff: "ONLINE-ADS>> Web Advertising Networks"
• Previous message: Joe Savelberg: "ONLINE-ADS>> justifying CPM?"

RE: Bob Gordon's comments:

It's all very well knocking the empty room TV commercial -- the
push model -- but in doing so you may be falling into a serious
trap -- trying to make the Web competitive by deploying
increasingly complex CGIs that, despite their technological
smartness, fail on point 1: user demographics.

That's what advertisers really want, and no CGI script is going to
deliver that.

Broadcasting into empty rooms -- or onto unattended PC screens -- may
be imperfect, but the push model is what marketers understand --
they've been working with it for decades and it works.

Throwing increasingly arcane technologies at the ad industry in an
effort to justify Webspend is liable to become a double edged sword
that adds to the confusion in the marketplace and tries to make the
Web more accountable than it can be.

Where I come from, any ad agency that understands the
difference between a page access and a hit is regarded as a truly "wired"
agency and is showered with respect.

=====
Bruce Cohen
Publisher
Newzdesk
www.newzdesk.com
===========

• Archive Home Page
• Search
• Next message: Craig Swerdloff: "ONLINE-ADS>> Web Advertising Networks"
• Previous message: Joe Savelberg: "ONLINE-ADS>> justifying CPM?"

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.