Re: ONLINE-ADS>> Charging for cached banners?

Michael J. Sexton (preinc_at_mail.albany.net)
Tue, 1 Jul 1997 13:00:21 -0500 (CDT)

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At 12:39 PM 6/30/97 -0400, you wrote:
>
>
>My thinking is that both cached and un-cached banners should be charged
>for, but the site should provide data on how many of each are being
>delivered. Fewer cached impressions means that that ads are getting a wider
>audience.

Like most subjects on this list, yes but....
In other media (radio TV etc) repetition is key. Locally radio ad reps
are told that a consumer must hear an ad about 6 times before they take any
action. A wide market of cached ads indicated that consumers are getting the
repeat messages that are required for a good campaign.

>One other note- some banner software minimizes the number of cached
>impressions by giving the same banners different or random names each time
>they are sent.Therefore their figures for un-cached impressions would not
>match those of a site that allows ad banners to be cached (such as ours).

I prefer your honest approach Mike. Sophisticated media buyers (like the
folks on this list) know that repetition is the key to a good campaign.
You may do well by pointing to the numbers of repeat visitors to your site
and selling a targeted group of people to your advertisers.

Just my 2 cents
Mike Sexton
****************************************************************************

Michael J. Sexton
E-mail: preinc_at_albany.net Voice: 518-478-9401
33 Crannell Avenue
Delmar, NY 12054
http://www.albany.net/~preinc/resume.htm

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