NONE: Re: ONLINE-ADS>> Beyond these shores
Re: ONLINE-ADS>> Beyond these shores
Lee Brookes (lee_at_ljb.co.uk)
Sun, 30 Nov 1997 12:39:05 +0000
Ray Taylor made a number of very good points in his earlier post
regarding Internet advertising in the UK. In particular his
observation that CPM rates are too high is absolutely correct.
Another problem is that few sites provide easily accessible, useful
information for the would-be media planner/buyer. Fewer still offer
anything in terms of meaningful ad reporting. But worst of all is
that the majority of sites make it extremely difficult to place an
order (go figure). At the same time as companies like Flycast are
offering real-time purchasing most of the UK publishers do not even
support online ordering.
The arrival of DoubleClick in the UK may herald a new era in Internet
Ad sales in the UK although this will take some time - last time I
checked they had only signed up one UK site.
Although still along way behind the US there are UK buyers out there
with money to spend. Most of them are doing what Ray is doing which
is to rely on buys on US sites and, given the circumstances, who can
blame them. Only by recognising the need for realistic pricing, by making the
information that the media buyer needs readily available and by
providing reporting will UK sites attract these buyers back.
LJB publish two of the UK's major directories. We have found that by
putting the above principles into practice that we have been able to
attract advertisers. We are not complacent, however, and realise that
we need to constantly improve our service to advertisers. For example
we are currenly investigating ways to improve our targeting capabilities.
Lee Brookes
LJB Ltd - http://www.ljb.co.uk
Publishers of:
UK Local Pages - http://www.uklocalpages.com
UK Football Pages - http://www.ukfootballpages.com
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