NONE: Re: ONLINE-ADS>> Web publishing vs content creation
Re: ONLINE-ADS>> Web publishing vs content creation
Robert Grosshandler (rob_at_eyegive.com)
Thu, 4 Dec 1997 17:08:28 -0600
On Thursday, December 04, 1997 9:40 AM, Bill Irvine
[SMTP:wirvine_at_wolfgroup.com] wrote:
>
> From: fulton.mn_at_pg.com
>
<snip>
> We need a new model for internet advertising... one in which we have some
level
> of consumer/user cooperation.
We're employing a new model today - total consumer / user cooperation.
Perhaps our experience will help others. At eyegive, our members are
willingly looking at ads in exchange for the benefit going to their
favorite nonprofit.
We launched publicly last month, and word of mouth is growing everyday.
Our members are e-mailing their friends (we're tracking 100 e-mails a day
on our behalf, and that's only the one's we know about). Organizations
that are receiving the benefit of our members' activities are out e-mailing
their supporters. The fact that we were a Netscape and Yahoo pick of the
day helped enormously.
We're delivering ads at about a 500,000 a month rate right now, and that
rate is growing 10 - 25% week to week.
And, the ads we deliver don't suffer from clutter - they're not competing
with editorial for a member's attention. Because of this, we're seeing
clickthroughs that are averaging 9%, with our full-page ads averaging near
30%.
This is because our members care to support us, and they care to support
our sponsors.
>
> 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.
>
<snip>
> 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.
We're not splitting remnuneration with anybody other than our members'
favorite nonprofits. Because a member shares with us personal demo and
psychographic info, we're able to target based upon just about any
criteria.
>
> Another hard part is convincing consumers to give up their information
(net
> users tend to be Libertarian in nature).
>
Make it worth their while, and they'll give us that information, so long as
we protect it like we would protect it our own.
Hope our experience helps fuel the discussion.
Robert Grosshandler
--------------
eyegive
Where just visiting does good and telling others makes it meaningful.
http://www.eyegive.com
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