NONE: Re: ONLINE-ADS>> Should we pack our bags?
Re: ONLINE-ADS>> Should we pack our bags?
Donna Dolezal Zelzer (djz_at_efn.org)
Mon, 7 Jul 1997 10:37:50 -0700
At 11:21 AM -0700 7/3/97, Brian Monahan made this statement of rare insight:
> 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.
>
These are good points, but I think that part of the feeling is that maybe
banners shouldn't *be* the standard. After all, they just sort of happened,
with someone starting it (Hot Wired?) and then others following and now
(almost) everyone is doing it.
Also, the same advertisers who will develop one ad for print, will also
many times also develop ads for TV, radio and even billboards. Plus
in-store items for the dealers, if such is appropriate, and so on. Also,
they will sometimes develop different ads to target specific audiences
more closely, rather than just running the same generic ad in everything.
The thing is, the web is kinda like print and it's kinda like tv and its
kinda like a big informational highway with lots of billboards and its
kinda like conventional direct marketing, but its ultimately not quite like
any of these. What it's most closely like, and what would be the best way
to advertise may well depend on the individual sites (although there are
certainly sites that are alike enough in one way or another that you could
run the same ad in them)
So perhaps what's needed are several different standards, which I suspect
may well develop as time goes on.
Also, You said "To have an effective _mass_ campaign" (emphasis mine).
Quite possibly, treating the web (and the internet in general) like mass
media is not the best way to go.
Donna
---------------------
Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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