NONE: ONLINE-ADS>> Banners: should we pack our bags?
ONLINE-ADS>> Banners: should we pack our bags?
Kevin Leathers (Kevin.Leathers_at_obgyn.net)
Wed, 02 Jul 1997 17:07:58 -0500
Pat McCarthy wrote:
<snip>
>>many advertisers and ad agencies are stuck
>>in thinking that banners are the only option for advertising web sites.
Shannon L. Entin wrote:
>Has anyone else (who is is selling ad space) found this to be true? I have
>been trying to push alternate forms of advertising (e-mail lists, content
>sponsorship) but have found some advertisers to be "stuck" in the idea that
>the only way to advertise is with a banner. Most are unwilling to try
>something "new," even if I present them with an obviously better, more
>targeted, alternative. I look forward to any comments.
I have found that most advertisers that are not interested in alternatives
are not interested at all. Possibly because the don't understand the
internet, have not developed a complete corporate policy for internet
advertising or think a stand alone corporate site (without promotion) is the
only contribution they have to make to internet marketing. In selling up to
alternatives for banners we have had greater luck: "Content Sponsorship".
Example: sure we can offer banner ads thoughout the various sections of our
site, sure we have volume and sure we have demographics, and yes we can give
monthly reports of total exposures and clickthroughs, but your ad will be
free floating through different subject areas where you competators can also
advertise, and no you can not guarantee that the visitor has an immediate
interest in the specific subject that your product applies to.
The alternative: Developing new content areas of the site (for our site:
specific medical conditions). These areas can apply to any site that has
sub-catagories and specific products that apply to each, ie: the Alternative
Music Section of The World of Music Site sponsored by Pepsi, Levi's, Surge
or better yet BMG or Columbia Music; The Tennis Section of The World of
Sports Site sponsored by Nike, Spalding or Prince; The Outdoors Section of
The World of Lifestyles Site sponsored by Jeep, OFF or Colmann. Blah, Blah
Blah....
This provides a Win, Win, Win, Win situation for all involved: The site wins
because it now becomes more developed and content rich, by adding "The Home
Page of Alternative Music" to a site that covers all music, thus adding
value to the site. The Audience wins because a big name sponsor has helped
develop a section with everything they would want to know about the subject.
The Sponsor wins because they can slap their name all over a section of the
site that directly relates to the products that they offer, can have links
to their site and their competetors can not be there. And the site wins
again, because it found a way to sell sponsorships that not only generate
income, but makes everyone happy.
The catch: You either must control the development of the site, or work with
sites willing to do this, and of course the areas must apply to the goals of
the site. Secondly, control of the area must remain the control of the site.
as soon as visitors think "MEGA CORP" is controling their information the
site will loose all credibility. Sponsors should have as much input as
possible, but should not control content, the fact that they get their name
all over it, have direct links and keep out competetors should be enough.
YES, this does work in practice. We have managed to sell some of these
already (not built yet), and have the ears of some of the worlds largest
corporations. And by the way we through in free banners to help promote the
section throughout the site.
Regards,
--
Kevin Leathers (512) 451-2842 PHONE
Director: PR, Sales & Marketing (512) 377-5626 FAX
OBGYN.net <http://www.obgyn.net> mailto:kevin_at_obgyn.net
Austin, Texas USA 78756
