NONE: Re: ONLINE-ADS>> percentage of false impressions
Re: ONLINE-ADS>> percentage of false impressions
Leo Sheiner (leo_at_netcomuk.co.uk)
Sat, 31 May 1997 22:30:05 +0100
Laura K. Mitrovich <LMitrovich_at_hhcc.com> wrote:
<snip>
>I have yet to have publishers provide me with audits on any sort of
>consistent basis. I furthermore know that I have paid for a significant
>number of impressions that were never delivered to living people. And
>that's the risk that I bear.
>
>Mick, I can't agree with you more. We cannot approach this medium with the
>established patterns we have been using in traditional media. Strict CPM
>pricing is traditional media. Before we get all up in arms, we have to
>examine what we know online's strengths and weaknesses to be (at least so
>far). By knowing what interactive media do well and don't do well, we can
>get to the point where we understand where the risks are and who is
>responsible for those risks. Anybody want to start a discussion on
>strengths and weaknesses?
</snip>
Once again, I find myself agreeing with Laura. I just think the pure CPM
model is deeply flawed when technology can deliver so much more. As I see
it, the only possible justification for basing pricing on CPM alone is for
a pure branding exercise. Ultimately most advertisers are after business
not exposures. And since you can come much closer to measuring business
with banner advertising why not use that as at least one component in a
pricing model for banner advertising? We are just about to launch
http://www.safe-audit.com It has been running in Beta for a few weeks now.
Safe-Audit provides a market for banner advertising proposals. Mainly word
of mouth and a few banners has resulted in 72 content sites with a combined
6.3 Million user visits per month registering with Safe. And we have 24
registrations from banner advertisers with their proposals. It should be
very interesting to see how advertisers and content sites fare with Safe
using our completely different structure for banner advertising costs - any
combination of payment per exposures plus payment per click through plus
payment per registration/sale. Of course what is also new is that the
content site is responsible for chosing which banner proposal they want to
run. That kind of turns everything upside down <g>. But for good reason
since it creates a true market in which good advertising proposals succeed
and bad ones fail.
http://www.global-m.com/ for guaranteed profits on the Internet
mailto:leo_at_netcomuk.co.uk Telephone +44181 346 0770
Banner space to Buy or Sell? http://www.safe-audit.com/
Resource site http://www.Chemicalweb.com/
