Re: ONLINE-ADS>> obligatory ad viewing--good idea or bad?

Keith Pieper (merle_at_novia.net)
Thu, 13 Feb 1997 09:57:08 +0000

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: william suboski: "Re: ONLINE-ADS>> Indexing Databases"
• Previous message: m/a/r/k g/r/i/m/e/s: "ONLINE-ADS>> Portuguese, Korean, Spanish, French, German, Italian"
• Maybe in reply to: Elizabeth Gardner: "ONLINE-ADS>> obligatory ad viewing--good idea or bad?"
• Next in thread: Donna Dolezal Zelzer: "Re: ONLINE-ADS>> obligatory ad viewing--good idea or bad?"

>Someone recently told me about a CD-ROM based magazine that forces
>readers to view at least five seconds of an ad after they've finished each
>article, before they're allowed to click back to the table of contents to
>access
>the next article. They're thinking of using this strategy on the Web, and
>they say they've gotten some big content providers interested in trying it.

Given this description, I think this model will not work. Why? Because
it fails to take into account the needs and wants of the consumer. Users
want market offerings they are interested in and don't want to be forced
to be exposed to uninteresting content. To forget this on the net is
sure failure. The internet is a user driven medium. It is bad enough
banner ads are somewhat passive in nature, but they don't force you to
look at them. If you're advertising is TARGETED enough, you won't have
to FORCE the message on your consumer (this is a mass marketing
approach). IF you target properly, the user should have a predefined and
sincere interest in the message, and therefore is more inclined to
interact with your message and purchase. This is target marketing, the
greatest benefit the internet offers to marketers. So why ignore it.
Instead of taking the easy route and blanketing a message to unqualified
prosepcts, find where your most likely prospects are and then blanket
the message to that prequalified segment.

--
Keith Pieper

President & Chief Idea Officer
"Will Work for Fun & Profit"
merle_at_specktrum.com
Pager 402-221-9367
----------------------------
Specktrum Idea Technologies
402-346-0668 Phone


-------------------------------------------------------------------------
         This week's Online Advertising Discussion List sponsors:

Q: How can I maximize my Web site's revenues from banner advertising?
A: Don't carry unsold, excess ad space.  Sell out every impression.
adbot: the auction market for internet advertising (tm) http://www.adbot.com/

                              ---------------

        WEB ADVERTISING '97: How to Bring the World to Your Web Site
                         Make your web ads *work*
     http://www.thunderlizard.com/ola.html                800/221-2806

-------------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: william suboski: "Re: ONLINE-ADS>> Indexing Databases"
• Previous message: m/a/r/k g/r/i/m/e/s: "ONLINE-ADS>> Portuguese, Korean, Spanish, French, German, Italian"
• Maybe in reply to: Elizabeth Gardner: "ONLINE-ADS>> obligatory ad viewing--good idea or bad?"
• Next in thread: Donna Dolezal Zelzer: "Re: ONLINE-ADS>> obligatory ad viewing--good idea or bad?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.