NONE: re: ONLINE-ADS>> To Hell with McGruff - Get Cash!
re: ONLINE-ADS>> To Hell with McGruff - Get Cash!
Stacy Smollin (ssmollin_at_doubleclick.net)
Mon, 1 Dec 1997 17:38:55 -0500
"C.Peter Clough" <ebasesys_at_ix.netcom.com> wrote:
>While AdCouncil banners are a charitable thing to do, I
>doubt that charity was in the top ten reasons that the
>readers of this list spent time and money creating web sites.
Running Public Service vs. Direct Response ads is not an either/or
proposition for a site's unsold space. There is great potential for Direct
Marketers to find success on the Internet, the most accountable of media.
This does not mean Public Service ads will go by the way-side. In addition
to being charitable and providing a healthy way to test your banners,
serving online PSAs heightens marketers' perception of the Internet as a
viable, stable communications medium for their advertising message.
Starting in World War II, print PSAs told America that "loose lips sink
ships" and commercials spouted that "a mind is a terrible thing to waste."
The AAAA, ANA and Ad Clubs of America have been supporting PSAs in
traditional media for years. By donating just 5% of their unsold space,
DoubleClick Network affiliates, sites involved in the Ad Council/IAB PSA
Network and other Web publishers are extending the traditional charitable
spirit of the ad industry to the Web. There's nothing more important to
this industry than to bring it to a familiar plane where advertisers are as
confident placing their brand online as they are in print or broadcast.
Stacy Smollin
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