NONE: Re: ONLINE-ADS>> Advertorial Links
Re: ONLINE-ADS>> Advertorial Links
Kristine Loosley (kris_at_concentric.net)
Mon, 07 Jul 1997 09:37:53 -0700
I think Krista is right on in this approach. In addition to reinforcing the
message presented in the banner, this type of "bridge page" (what we call
it) is advantageous to us for several reasons:
1) I can get immediate feedback on performance of ads without waiting for
weekly or even daily reports. (I host the "bridge page" on my own server --
a separate page for each piece of creative running on each site. Creation
of the ad banner triggers creation of the bridge page. Placement of the ad
triggers a link to the bridge page).
2) I can fine-tune the message here if I find some "bridge page" gets
better click-throughs than others.
This approach described by Krista is just smart -- and traditional --
marketing. If you mail out a direct mail piece with balloons on it and then
have balloons in your lobby to remind people of why they are responding
they feel more comfortable, more in tune with why they've clicked. I think
too often we generate clicks only to lose people/potential sales because
they are dropped at a front door to a site ... not the door that has the
item that has generated the click.
Kristine Loosley
Director of Online Strategy
Concentric Network Corp.
kris_at_concentric.net
At 11:58 AM 7/4/97 -0400, test_at_canoe.ca wrote:
>This message is in response to Steve Glovers message about advertorial
>links.
>
><Is anyone aware of other websites where this is done? I mean, where
>the banner links through to an advertorial (on the website) as a part of
>the banner rate?>
>
>CANOE, Canadian Online Explorer http://www.canoe.ca, has been offering
>this type of additional advertising for quite sometime. Our clients are
>offered an "ad page" as part of their advertising package. The client
>then has the choice to have their banners and/or buttons link to either
>this ad page or their web site. Content for the ad page is decided upon
>by the client. This ad page helps to reinforce the message that is
>trying to be delivered via the banner or the button.
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