Re: ONLINE-ADS>> Web publishing vs content creation

Bill Irvine (wirvine_at_wolfgroup.com)
Thu, 4 Dec 1997 10:39:51 -0500

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: michael nash: "Re: ONLINE-ADS>> PETER BULL/Web publishing vs content creation"
• Archive Home Page
• Search
• Previous message: Dolphin Marketing - Craig Snyder: "ONLINE-ADS>> Peter Bull and framed advertising"

From: fulton.mn_at_pg.com

>Nobody seems to be getting the point. The point is that the original
>message was suggesting a different model. We all know how it currently
>works. We know you copyright your site and this suggestion would not
>change that. We know you make money from ads now and this suggestion would
>not change that either.
>snip<
>With the web, we currently do not know where our viewers will reside.

We need a new model for internet advertising... one in which we have some level
of consumer/user cooperation.

We already are seeing some level of free access and free email services in major
areas. The "free" access is provided in exchange for users seeing
advertisements, most are local.

The current internet access mode is the same one devised back when an elite few
used the web to exchange physics papers. Obviously, this falls short in several
regards for a (now) commercial mass medium.

Consider this: Major ISP's offering "free" internet access (of the unlimited
variety) in exchange for the consumer's demographics (we'd have to devise a
system to ensure that the consumer info is used ONLY to target site ads). This
information could be coded and dynamically tagged as the user signs and
appended to the ISP information when the user enters a site. Now, at the content
website level, we would know a lot about a user and can target specific ads --
both by content and location.

The hard part is devising remuneration system which splits ad dollars
effectively between the site and the ISP so that it becomes profitable.

Another hard part is convincing consumers to give up their information (net
users tend to be Libertarian in nature).

just some thoughts

B i l l I r v i n e
Director Of Interactive Media
Wolf Mansfield Bolling Advertising
T h e W o l f G r o u p

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

When it comes to ad performance, not all search engines are equal.
Infoseek gives you solid reporting and highly targeted placement.
(And we return calls, too.) http://info.infoseek.com/doc/sponsors.html

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: michael nash: "Re: ONLINE-ADS>> PETER BULL/Web publishing vs content creation"
• Archive Home Page
• Search
• Previous message: Dolphin Marketing - Craig Snyder: "ONLINE-ADS>> Peter Bull and framed advertising"

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.