Re: ONLINE-ADS>> new payment model

Billy Newsom (uruiamme_at_why.net)
Fri, 11 Jul 1997 18:02:16 -0500

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Howard Firestone asked:
> An advertiser wants to promote a dedicated 800 phone number in a banner ad
> and pay us $20.00 per inquiry to his call centre. We are wondering if
> anyone has had any similar experience with this kind of $ per inquiry as
> opposed to click-through

The problem is of course that your money doesn't start coming in until
later. The see results, then they pay. Here's what I would do:

Just ask them for the 800 number inbound reports. If he uses the same
800 number in other advertisements, this wouldn't work, so you should
request that the ad he puts in his banners are only used for your
company's ad campaign. It really doesn't cost him too much to have
multiple 800 numbers if he's a major call center.

If he balks, he should do so in this manner: offer you a reasonable
alternative to track calls that belong to your ad campaign. This
usually means a special "extension" that groups the callers into
distinct hunt groups. However he does the accounting, it should be
clearly a report generated from his telephone (PBX) system. If he uses
a computer-generated system to generate reports, I would be more
skeptical.

One thing I would do is write into the contract a minimum monthly or a
set-up fee or a pre-payment for the trouble it takes to start an ad
campaign, especially one that's so unusual.

You need to take some control over his banner. Make him put "open 24
hours." If he doesn't answer the phone at night or weekends, then a lot
of his banners will be ignored or forgotten by the time it's Monday 8:00
am. So you might need to ensure that your banner system doesn't show
his ads when he closes -- it's not worth it.

Billy

--
Billy Newsom
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