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

Cliff Kurtzman (cliff.kurtzman_at_tenagra.com)
Fri, 14 Feb 1997 22:57:18 -0600

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Ken Jenks writes:

<snip>
> When I sponsor a banner at a Web site, I really only
>want that banner shown to each customer about three times. After that,
>repeated exposures won't buy me anything -- the customer either has the
>message or he's going to continue to ignore it.
<snip>

I can see that this would be true for some advertisers. Especially if the
objective is getting click-throughs rather than sales.

But this philosophy flys in the face of what I consider to be a basic tenet
of Internet marketing. My experience is that marketing on the Internet is
most successful when it is about building relationships with niche
audiences rather than creating quick sells to the masses.

Believe it or not, not everyone who sees an ad banner is looking to buy the
advertised product or service today. They may actually be on the web site
they are visiting looking for something on that site.

By placing banners on a consistent basis on sites your customers are likely
to frequent, you creates a level of credibility in your company and
products. You start building a relationship. When it is time for the
consumer to make a purchase of your product, if they are familar with your
brand and they know where they can find you, they are more likely to
consider your offerings. But if they go back to where they saw you before
but your banner is gone, then the relationship and sale is probably lost.

I think it does pay to change your specific banner and its message. But it
does not necessarily pay to change your audience.

We've seen this over and over again with clients that have advertised on
our content sites that are premier sites within their industries. Someone
will post an inquiry relating to the advertiser's product in a newsgroup,
and someone will reply "I don't remember the company's URL, but you can
find a link to them on the .... web site."

--Cliff

Cliff Kurtzman
The Tenagra Corporation
http://www.tenagra.com/
281/480-6300

Internet marketing, public relations, consulting and web site design

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• Next in thread: Donna Dolezal Zelzer: "Re: ONLINE-ADS>> Does Targeting increase CPM?"

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