NONE: Re: ONLINE-ADS>> Banner Ad Networks
Re: ONLINE-ADS>> Banner Ad Networks
Rob Sudduth (robs_at_atg.com)
Fri, 21 Feb 1997 12:10:03 -0500
>Answer: If the publisher has their own, nation-wide, sales team that
>brings home the bacon, then forget the network.
What about the national advertisers? Don't you think they are going to be
more compelled to buy from a network than multiple sites? With a network
buy, the media buyer makes one purchase, sends media to one place and gets
broad exposure. Unless someone comes up with a clearing house for banners
that significantly reduces the complexity of the ad buy, then I can't
imagine local (or small to medium) sites will be able to sell to national
advertisers without a network. The economics of it are intriguing as you
have described them here, but if GM insists on buying through the network,
are you going to disregard their business because you have a local sales
force who can bring home the bacon?
It seems to me that large national advertisers are going to insist on
network buys....unless they set up networks of their own? We've heard more
than one request for our ad network software from national brands who want
to serve ads from a central location and bypass the networks all
together....maybe that's a more preclinical model for everyone. The brands
have access to the sites they want to advertise on. The sites get close to
full dollar for the ads and the advertisers get what they want....real time
access to campaign performance.
Rob Sudduth
Art Technology Group
101 Huntington Avenue
Boston MA, 02199
617 859 1212 x257
www.atg.com
Providers of personalization, ad management, web development and ad network
software
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