Re: ONLINE-ADS>> Sponsorship vs. Banner CPM's

Ray Taylor (taylor_at_bizbiz.com)
Wed, 05 Feb 1997 21:36:46 +0000

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>I am working through a proposal on Sponsorship rather than banner
>advertising, and I am looking for additional information regarding this
>topic. For example, I believe Dockers sponsors jobs.com in order to
>create that immediate association b/w workplace and dockers clothing - >a
>very strong association when thinking about todays casual dress
>workplace. Does anyone know of good information regarding this type of
>arguement, benefits, drawbacks etc.?

There are some good examples of UK advertisers and media owners
collaborating to produce sponsored Web sites or sections of Web sites.
If done properly it can work very well, particularly for brand
enhancement purposes, and if the campaign is linked to other media.

>From the advertiser's point of view the main drawback is the cost
(campared with other forms of Web advertising) - equally the main
benefit for the site owner's point of view, particularly in the UK where
banner advertising is a tiny market. The site owner also benefits from
the elimination of risk.

Arrangements tend to be collaborative, with ideas often being jointly
developed by site owner/developer, client, and ad agency. Price usually
works on the basis of the sponsor meeting the full cost of setting up
the site, or the section (including the site owners markup).

If you would like further information, please contact me off-list.

Ray Taylor
taylor_at_bizbiz.com
The UK Internet Advertising Report
http://www.bizbiz.com/iar/

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