NONE: Re: ONLINE-ADS>> Banners Appended To Email
Re: ONLINE-ADS>> Banners Appended To Email
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 3 Dec 1997 09:19:59 -0800
Ethan S. Borg wrote:
> I'm curious what this group thinks of
> appending banner ads to email as a form
> of direct advertising? Particularly, does
> it overcome the bias that advertisers have
> against commercial email in its present
> manifestation?
>
[snip]
> The email client used by the software is
> programmed to add a banner advertisement
> to the email it receives, based on
> demographic data supplied by the end-user.
>
> These ads pay for the free software and the
> free interactive channel network.
>
[snip]
> In this approach, advertisers can get the pros of
> commercial email: targetability, person-to-person
> contact, immediacy of response...And the pros of
> banner advertisements: non-controversial, non-
> confrontational, visually-interesting, linkable.
> Without the negative side effects of commercial
> email: angry recipient, flames, bombs, etc.
>
> By appending the banners to email of friends
> and colleagues, the banners flow to them
> as opposed to vice versa.
>
> Much discussion has revolved around
> banner advertising. However, I'm curious
> whether you think this "synergistic" model
> has viability.
>
To the above: I'm a proponent of banner ads embedded or
attached to HTML-enable emails. They are extremely effective DR tools,
particularly when used with a site that registers it's users and uses
that information to target banners. I placed a buy on InfoBeat
[http://www.infobeat.com] (formerly Mercury Mail) more than once and saw
excellent results on a cost per acquisition basis. What was interesting
was that, contrary to DR conventional wisdom, my cost per response
(click) was very high. That means the targeting allowed for conversion
rates that more than compensated for my low response. Given the proper
adserver and its corresponding targeting technologies, this is a
terrific DR medium.
About the below:
> Also, the software has the ability to create
> full-page multimedia "commercials" that divide
> information or entertainment segments, making
> advertising on the internet more like interactive
> television commercials.
>
> What kind of interest exists in the marketing
> world for this kind of technology?
>
I'm confused. Are you marketing ad software through direct
email, or do you have a product that enables direct email to be sent
with banners embedded in it? The kind of technology you describe above
(full page commercials) already exists and is being used on a number of
sites. There is Enliven technology, Talk City's Intermericals, and the
traditional Director File fare found on the likes of "You Don't Know
Jack." Please explain further.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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