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

m/a/r/k g/r/i/m/e/s (grimes_at_eyescream.com)
Tue, 11 Feb 1997 10:04:08 -0800

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Steven Heath said....
>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. 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.

Bingo.

The web site an online media planner buys on is tantamount to *the list* in
direct mail. The list is 65% responsible for the success of a direct mail
campaign.

Bango.

The banner/creative put on the web site is comparable to the direct mail
envelope.
Clicking on the banner is like opening the envelope, you have their
attention, not
the sale.

Bongo.

The web site the visitor is whisked away to is the equivalent of the "sales
message"
Even if you aren't selling anything. If the "sales message" of your web
site is sales,
is it selling? If the "sales message" of your site is data collection, is
it collecting. If
the "sales message" of your si..... ad nauseam

That's about it....

Baby ;-)

Mark
----------------------------------eyescream---------------------------------
Mark Grimes, Chairman of the Bored 503/614-0705
grimes_at_eyescream.com
People. Ideas. No boundaries.
Online Publicity, Marketing, Advertising and Media Planning
If you're not on the edge, you're taking up too much space
Portland, Oregon USA
---------------------<http://www.eyescream.com>----------------------

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