Re: ONLINE-ADS>> new payment model

Jamie Byrne (jbyrne_at_doubleclick.net)
Mon, 14 Jul 1997 10:33:41 -0400

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Howard Firestone <hfirestone_at_sympatico.ca> 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

We have some experience with the model you are discussing,
and I would like to throw up a few red flags for you:

* When conducting any type of per action transaction
on the web, it is important that the site maintain
the ability to track and report the performance
of the campaign. If you were to accept this sort
of buy, you would need to be sure that you either
knew and trusted this advertiser, or had some way of
verifying the number of inquiries the advertiser had
actually recieved. (The advertiser could under-report
performance.) Does the advertiser have a way to
distinguish calls to the number from the banners on
your site vs others?

* How do you control duration of the campaign? If the
advertiser tries to get you to agree to a minimum
number of inquiries, I would be wary. I would recommend
that you maintain the right to shut off the campaign at
any time if you do not feel it is performing to your
benefit.

* You also have to be conscious of the fact that the success
of the campaign will largely come from the creative and the
offer itself. If the advertiser has bad creative, and an
offer which is not appealing to consumers, you end up losing
out. You should try to maintain some sort of control or
input on creative.

Just a couple of issues which popped into my head when I read
your post, hope that helps.

Jamie Byrne
jbyrne_at_doubleclick.net
www.doubleclick.net

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• Next in thread: Tom Hukins: "Re: ONLINE-ADS>> new payment model"

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