RE: ONLINE-ADS>> Does Targeting increase CPM?

Allan Sabo (asabo_at_ad-network.com)
Tue, 11 Feb 1997 09:55:17 GMT

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At 5:49 PM 2/10/97 -0700, Steven Heath wrote:
>
>You can not compare click thru rate on a banner ad to that of response to
>a direct mail piece as being equal in value.

I don't think i was trying to convey "equality" but merely a point of
reference for comparison.

>A banner ad click is merely a person looking for more info or is just
>curious about what the ad was about or the company.
>
>A direct mail response is normally a call to a 1800 number or a completed
>reply card. In either case the person has actually spent time to either
>call or fill out a card.

Steven, is there any proof to support your claim?

>I would far rather have a person call my 1 800 number and thus pre qualify
>themselves for my product or service than have a Internet user click on my
>site. The first is a real prospect, the second may be a prospect and maybe
>not.

and so your saying that a web surfer who clicks on an ad banner may not be
a prospect for that company. i think the surfer is a prospect, i dont
think they could not be. (assuming comparable creative of course)

>So, the issue is ensuring that it is better value for money for Internet
>advertising than for direct mail is the real area for disccusion. This is
>similar to Mark Welch's comment about the CPM price for untargted banner
>ads being overpriced.

Steven, i heard you offer no alternative medium for a point of comparison
relative to pricing. Rather all you did do is critique my opinions and
observations, so... Can you answer the question: Does targeting internet
advertising improve CPM rates? if so why? I would be very interested in
hearing your thoughts on this issue. Thank you.

Allan Sabo
Website Advertising & Marketing Consultant

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