NONE: Re: ONLINE-ADS>> Targeting- What about Branding?
Re: ONLINE-ADS>> Targeting- What about Branding?
Geoff Isaac (gisaac_at_ozemail.com.au)
Fri, 14 Feb 1997 09:29:04 +1100
Jim Waltz asks:
I can't help noticing that every response deals
exclusively with a Direct Mail analogy, and I'd like to know how you all
feel about the affects of targeting on branding campaigns.
Reply:
Absolutely, by allowing the CPM debate to take centre stage web publishers
are allowing the medium to be devalued. If this continues the Web will be
classified a direct response vehicle and compete in that smaller market.
I believe the Web has the potential to offer advertisers far more than this;
it can be an effective branding tool. Coke could just run banners saying
drink Coke in which click through is an inappropriate measurement of effective
response. In summary the reasons why Click through is unfair to Web publishers
can be summarised using the acronym CPM:
C for Creative
Web publishers have no control over this and we already know simple
factors such as colour can have a dramatic effect of click through
rates
Another creative factor is Call to Action, We know from DoubleClick
data that including a direct call to action such as Click Here can
have a dramatic increase in Click through rates. Web publishers cannot
be held responsible for their client's material.
P for Planning
No one would pretend that the Web is good for all advertisers. We will
only learn by trial and error and Web publishers cannot be expected to
bear the full cost of these experiments - unless the advertiser is
prepared to share the potential profit!
Even if the media is right the campaign might suffer from bad media
placement. Typically we are now asking media buyers to think outside
the square. We usually cannot deliver the demographic data they are
accustomed to when buying traditional media and have to use advanced
psychographic or buyergraphic targeting. Many campaigns are suffering
from bad media placement and the click through model penalises the
publisher for this and not the media buyer.
M for Movement
OK this is part of creative but I haven't cheated just to complete the
acronym! What I mean is that advertisers who incorporate the latest
developments in technology will generate higher clikthrough rates. At
the moment we know animated ads are doing well - next it will be shock
wave enhanced ads or whatever. Again the crucial fact is that Web
publishers cannot be held responsible for their client's being
behind the
times. If an advertiser runs a static banner they will get less direct
response than someone with an animated GIF. Again penalising the
publishers for this simply isn't fair.
Above all this is the fact that the Web has the power to effect brand image.
We are only just beginning to prove this (eg Hotwired survey) and the click
through model must not be allowed to stifle this development.
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E-mail: gisaac_at_webwidemedia.com.au
URL: http://www.webwidemedia.com/
Phone: 61-2-9226 7444 Fax: 61-2-9226 7411
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