ONLINE-ADS>> Tying banners to location and time

Thomas J. Borgerding (tborgerding_at_futurepages.com)
Thu, 31 Jul 1997 22:17:12 -0700

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<snip>
Basically, he is suggesting that banner ads be shown during certain
times,
depending on what the banners are advertising. This seems asinine to me.
In
television, content is tied to a timetable. It makes sense there. You go
to
your TV at certain times to see certain content. This isn't the case on
the
web, however.

The only situation where timed ads make sense on the web would be if you
were promoting time-sensitive content, like an event or a breaking news
story.

What does everyone else think?
<snip>

Richard,

I do and do not agree timed ads. In a more local advertising marketing
plan it may be more appropriate to have certain ads only during certain
time periods. For instance, we work with collegiate web sites across
the country. We are helping them bring their local community of
business online. Anyway, the "joe's pizza" would receive the highest
return on investment if they had their advertisements on the pages of
the publication during the lunch, dinner and after bar times. Joe's
Pizza would not receive as much return on investment if they were
rotating their ad during the morning. Yes, there will be some who go to
their site but the best return will come at night for them. Our banner
advertisement management system allows for this capability for even the
collegiate sites to target the message of their advertisers. I think
the need will fall in to place as we learn more about who is exactly
coming to the web site and at what times. Those are the issues that are
hardest to explain and will take time. The need to understand your web
site visitors and your advertisers is needed to expand into such exact
targeting.

Great topic. Other opinions??

Tom Borgerding..

--
ooooooooooooooooooooooooooooooooooooooooooooooooooooooooo
Thomas J Borgerding..              VP Marketing and Sales
Future Pages, LLC               ttp://www.futurepages.com
800.459-9770           mailto:tborgerding_at_futurepages.com
If you need to reach the college market, we need to talk!
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