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

Jay Aber (jaber_at_inforamp.net)
Tue, 11 Feb 1997 13:05:04 -0500 (EST)

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I believe that the best way to look at banner ads in comparison with direct
mail would be to view the banner as the envelope and the web site as the
letter /package. Therefore for a web based DM campaign to be effective, it
needs both a good banner ad to drive traffic to the web site, and a web site
that provides consumers with a compelling reason and a simple way to respond
to the offer.

When both the ad and the site work in sync, using the Web can offer direct
marketers huge savings vs direct mail. It costs at least $1.00 to
personalize and mail a very simple direct mail package. With targeted
banners ads costing about 5 cents each and modifications to a Web site to
accomodate a DM also being relatively low priced, it's easy to see how the
Web offers tremendous opportunity, especially for direct marketers targeting
mid to upper income, people with above average educations.
Jay R. Aber
General Manager, DoubleClick Canada
416-364-6592

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