NONE: Re: ONLINE-ADS>> new payment model
Re: ONLINE-ADS>> new payment model
Chris Bertchie (chrisb_at_townhall.com)
Mon, 14 Jul 1997 15:40:03 +0000
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
>
Insurance and credit card companies are using the per-inquiry
rate model, and I've heard anywhere from $2. to $16. per
application; $20. seems high, and I agree with Rhonda.
Rhonda Holland, Holland Promotions, writes:
>My advice is to make sure that the commission is per call and not
>per sale made as sometimes when people say per inquiry they really
>mean per sale.
Good point - a completed application is harder to come by than
a "send info" type inquiry. And the better matched the site focus and
product, the higher the return for both advertiser and ad seller.
Which brings me to another point:
Randall Farmer <rfarmer_at_HiWAAY.net> wrote:
> Some sites sell by click-through, with rates
>ranging from 2 cents per clickthrough (no joke!) to a more common 10
>or 15 cents. What's more, I've found some sites which have CPMs way
>below $10.
As one of the smaller "largest sites of its kind", townhall.com
offers a specialized community with a great demographic; we've got a
a targeted audience for some advertisers, and for others, an
unusually mature user base (35 to 50, and 6% over 65!) and therefore
a desirable audience. I don't have the volume
of impressions that enables a Netscape to sell at $10 CPM, but then,
Netscape doesn't have the finely tuned attention of its users/viewers
to offer.
My point here is that with all of the wheeling/dealing, I
think some buyers are losing site of the value of what they are
buying. There is a feeding frenzy going on, fed by the torn and
bloodied corpses of proper valuations... sorry. It _is_ difficult
to set a value and stand by it when so many others are lowering their
rates.... but products differ, and the audience differs, and isn't
reaching an audience what direct response and targeted advertising
are all about? In response, I am developing a special, $12. CPM
rotation (we use NetGravity Ad Server software) to satisfy those
buyers who are more interested in the invoice than the reach.
Chris Bertchie,Advertising Director
TOWN HALL (townhall.com)
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
The democratic process gets wired at townhall.com!
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