Re: ONLINE-ADS>> Do ad buys depend on track records?

Cory Treffiletti (cory_at_i-traffic.com)
Thu, 27 Feb 1997 10:00:48 -0500 (EST)

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Jim Waltz wrote:

>Does a prelaunch site need to have a brand name and market share from
>another form of media before commanding attention from prospective
>advertisers?

There are a number of pieces that go into a decision to advertise on these
sites. First of all, you need to determine if the site delivers the
audience that you are trying to reach. If you are attempting to reach Men
25-40, it won't make any sense to advertise on a Cooking and Gardening
site, regardless if they offer one million impressions a month for a very
low CPM. You need to maximize the cost per click and the number of
qualified users that will view your ads.

Another consideration is who is designing the site and who it is affiliated
with. To follow your example, if The Dilbert people put up a new site that
met your target audience, then you may want to pursue that site because you
can be relatively sure of the quality that the site will be.

One thing we do is try to negotiate free trials on sites to determine if
they will be effective for our clients. A one month trial is usually a
good basis to determine if a banner or other ad will be efficient on the
site. In analyzing the test, you need to consider what the test would cost
if it were a paid placement and you also need to consider how that banner
is performing on other sites at the same time. This provides a basis of
comparison for your ads. If the banners prove to be efficient and
effectively drive qualified users to the site, then a paid placement would
make sense for that client.

I hope this helps.

Cory Treffiletti <cory_at_i-traffic.com>

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• Maybe in reply to: Jim Waltz: "ONLINE-ADS>> Do ad buys depend on track records?"
• Next in thread: Kim M. Bayne/wolfBayne Communications: "Re: ONLINE-ADS>> Do ad buys depend on track records?"

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