Re: ONLINE-ADS>> media buyers don't want it to be too successful

S. Alles (allmedia_at_concentric.net)
Wed, 10 Dec 1997 11:56:25 -0500

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Richard Hoy wrote in part:

> This article was <snip> is written by Robert X.
> Cringely
> http://www.pbs.org/cringely/homens.html
>
> Cringely contends that online ad spending will not grow as fast as many
> market researchers say. The reason cited is media buyers don't want it to
> be too successful too quick. Being able to microtarget ads complicates a
> media buyer's life too much.

Simple "flaming" would be too easy on Cringely. He deserves the worst of
punishments for this article. Lets assign him to agency hell for six
months...in the media department as an intern.

Seriously, Cringely's depiction of the "media buying" process is not
realistic. A few points:

1.) Buyers are not supposed to take big risks with a client's ad budget
anymore than investment advisors are supposed to risk your "nest egg". And
ad budgets have limitations; funds allocated to Internet advertising have
to be diverted from other media. So for many advertisers, a prudent,
test-like, allocation is what makes sense at the beginning.

2.) Cringely seems biased against "young ad buyers". While they
might be
the ones at some shops who select and negotiate individual sites, they are
*not* the generally the ones who determine the medium's total budget. This
is a major, media strategy decision that is usually handle by seasoned
personnel and includes heavy client involvement.

3.) IMHO, high CPMs coupled with a high cost of doing business
should be
the primary concerns when discussing the medium's growth rate. Remember,
both factors have to be passed on to the client and impact on the medium's
efficiency.

Sylvia Alles
=========================================
AMS Advertising Media Planning, Buying, Consulting
http://www.concentric.net/~Allmedia
allmedia_at_concentric.net
=========================================

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