ONLINE-ADS>> Multi-value ad pricing

Mark Montgomery (markmont_at_primenet.com)
Mon, 20 Jan 1997 17:14:45 -0700 (MST)

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"Charles C. Smith" <charless_at_realmedia.com> wrote:
>
>I'd like to include in the discussion a cascading pricing model that Real
>Media has begun discussing with some agencies and potential clients that
>lies somewhat along transactional lines.

About two months ago I posted to this list the suggestion that the
impression, click through and sale have different values so why not reflect
the fact in pricing advertising in the same ad since it is trackable.

The consensus was basically that few want to be held accountable for the
success or failure of the product they are offering, namely targeted
advertising. I believe this is a very short sided approach and that those
who are not taking advantage of click through bonuses are simply throwing
away money they have earned and probably unable to see the business they are
not receiving.

Few are ready for actual sales commissions but banner impressions and click
throughs have very different values for most advertisers in the same ad.
Refusing to acknowledge this fact does not in my opinion advance on line
advertising nor does it advance the evolution of something approaching
logical economics.

MM

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Mark Montgomery, President
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http://www.virtualfranchise.com/gwin.html
"SHOP THE WEB IN 97...pass it on"

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