Re: ONLINE-ADS>> Should we pack our bags?

Brian Monahan (brianm_at_leftfield.net)
Thu, 3 Jul 1997 11:21:43 -0700

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Before online media sellers denounce ad agencies for resisting non-standard
creative units they should reconsider one of the most effective sales
techniques: empathize with the buyer.

Online media is incredibly fragmented. To have an effective mass campaign,
you need to buy a number of sites. Developing one-off promotions takes
time and money. The production costs get passed along to the client at
some point. When compared to a cheaper, fresh banner campaign, the ROI of
beyond the banner promotions is not as attractive.

Look at traditional media. Few advertisers blow their whole budget with
one magazine or program. Instead they develop one type of ad and reach a
wider audience by running in several books or programs.

When selling your product, please consider where your audience fits in the
overall marketing campaign. Non-standard ad sizes do have a place in an
effective online ad campaign. However, they are supplement to, but not a
replacement for standard banners.

Brian Monahan
Media Supervisor
Left Field

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