NONE: Re: ONLINE-ADS>> new payment model
Re: ONLINE-ADS>> new payment model
Lance Stendal (lstendal_at_futurepages.com)
Mon, 14 Jul 1997 17:20:26 -0500
I think this is a great thread! I have been reading more and more that
straight banner ad CPM is used less and less frequently, in fact, I
remember reading somewhere (the Internet Advertising Report?) that only a
third of ads are bought on a straight CPM basis.
Click thru rate is one thing, but, like Scott, I would like to know how you
can verify contacts or sales. I suppose if you linked to a page within
your site and the prospect could send an email to your server which was
then forwarded to the advertiser you could keep track. But what about
those who call or email after the fact? (BTW, does Amazon.com still only
pay for sales? How is that verified?) Also, I think it tends to devalue
the benefit of having your name in front of an eyeball.
I also agree some fee or deposit should be paid for up front. I would hate
to have an unscrupulous advertiser do a quick hit and sell a thousand
widgets and leave me spending the next six months trying to get the money
from him. Has anyone had any experiences with that?
I was also just reading that DoubleClick was offering a program called
DoubleClick Direct that pegs advertising rates to the response the ad
generates for each click, each lead generated, or per sale. Again, how do
they verify that, especially the per sale basis?
I am really curious to see how this model works. For the advertisers I
think it really takes advantage of the Internet technology. But, it
probably scares the publishers more.
Thanks for your thoughts on this.
Have a great day!
lance
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Lance G. Stendal, Future Pages, LLC 612.631.2255
http://www.futurepages.com 800.459.9770
Helping Advertisers Reach the 18-25 Year Old Market
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