NONE: ONLINE-ADS>> network buying levels
ONLINE-ADS>> network buying levels
Jim Waltz (jwaltz_at_dmn.com)
Fri, 28 Feb 1997 14:00:05 -0500
Scott Cohen of Petry wrote:
>> We offer advertisers opportunities to buy single sites, niche
>networks, targeted campaigns, run of network, and remnant buys using per
>click, per lead or commissions on sale. I do not think any other internet ad
>network offers this level of buying, but then again, most of the competing
>networks are not major media companies.
Scott is right, to an extent. I don't know of any other network with as
many buyer options as this. But first, what does being a major media
company have to do with anything? Does that mean that Petry is bringing
their extensive -real-world- experience to the web, and the rest of us
should bow in respect? Or are they bringing outdated real-world paradigms
to a new, fast-paced marketplace?
Faced with a choice of buying per impression or per sale, how many
advertisers would choose the former? In my book it's a no-brainer, and is
actually an incentive to use ineffective creative when branding is the
ultimate goal.
We at DMN Media deliberately choose not to sell ads purely on click-thrus,
leads, or direct sales commissions. That doesn't mean that we make it
difficult for advertisers to calculate ROI or determine if a campaign is
successful, it just means that we respect our member's inability to control
several factors which dictate such things as actual product sales or
click-thrus. Most advertisers understand that these things are controlled
by the quality and appeal of the advertised creative and of the final
advertised product or service, and not so much by the quality of a
particular site's audience.
We also allow advertisers to "buy single sites, niche networks, targeted
campaigns, run of network, and remnant buys," and offer them a guaranteed
amount of exposure along with the occasional click-thru guarantee. In
addition, we give music-related advertisers an added bonus with our
built-in target core audience and targeting by music genre. Our average
click-through is about 4%, so our campaigns have been successful and we
have nothing to hide by refusing non-impression based ads.
Yes, it is a buyer's market for advertisers, and we do everything possible
to accommodate every advertiser at DMN media, *within reason*. You cannot
promise what you can't control, because to do so will only devalue the
entire marketplace. And we'll continue to believe that until someone can
prove to us that selling ads based solely on leads or sales generated is
good for our members and online advertising in general.
-----------------------------------------------------
Jim Waltz, Director Sales & Marketing jwaltz_at_dmn.com
Digital Music Network /DMN Media http://www.dmn.com/media/?dmm_jw1
319 Main Street, Stoneham, MA 02180
p: 617.279.2895 f: 617.279.3507
DMN Media- reach millions of raving music fans with Bullseye Precision!
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