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NONE: Re: ONLINE-ADS>> Banners: should we pack our bags?
Re: ONLINE-ADS>> Banners: should we pack our bags?
Mark Dolley (mark_at_zapworks.com)
Wed, 2 Jul 97 07:42:00 -0000
FitnessLink,fitlink_at_voicenet.com wrote on 7/1/97 1:55 PM:
>At 02:51 AM 7/1/97 -0700, Pat McCarthy wrote:
>>In marketing our advertising program (which has nothing to do
>>with banners) we've found that many advertisers and ad agencies are stuck
>>in thinking that banners are the only option for advertising web sites.
>
>Has anyone else (who is is selling ad space) found this to be true?
We work exclusively outside the banner model. Just today, I was talking
to someone at i-traffic, about linkpads, the mousepads we use to
advertise web sites in Internet cafes. She was so hung up on tracking the
infinitesimally small success of her banners, she couldn't handle the
idea of running a sample of the cafes' IP addresses through her client's
server logs. She added, almost apologetically, that it was "a kinda old
fashioned model". How do people get so blind they can't see the wood for
the trees? The media planners who come from mainstream advertising
backgrounds are the ones who cause most heartache - and I know of many
people who will concur with that viewpoint. For the most part, they have
been too comfortable for too long with their established models to adapt.
Fortunately, there are enough people out there who recognise a good idea
when it pitches them on the phone, supported by an online media kit, to
pay for the next Costco trip.
Avanti,
Mark Dolley,
Director of Business Development, zapworks
(+1) 415 551 1800 http://www.zapworks.com
385 8th Street, Suite 210,
San Francisco, CA, 94103, USA
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