Re: ONLINE-ADS>> Intranets, Impressions and Click-Throughs

Ray Taylor (taylor_at_bizbiz.com)
Mon, 02 Jun 1997 23:02:58 +0100

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Cathy DuPre <cathy_at_infoscavenger.com>wrote..

> Any thoughts on the impact of Intranet caching on Web
> advertising?

I know this view will not be popular, but I think it is a great idea.

How much time and effort does it take to get through the door of a major
corporate prospect in order to make a presentation? But without any
extra effort, many of these same potential customers are bringing
material in, and using it, without any time, effort or cost on the part
of the supplier.

Problem is, of course, measuring the effect, controlling the message and
expoiting the benefits.

Content providers ought to be talking to their biggest potential
corporate customers and offering to tailor information packages
specifically to the individual organisation's needs. This could be done
for a subscription fee, and/or in return for some demographic
information, relevant server stats on the content, etc. The latter would
provide the measures to justify the price of these unique, individually
targetted ad slots. The pricing model would not be CPM, but cost per
corporate intranet.

And in some cases, it would be worth buying a single corporate intranet
sponsorship.

Ray Taylor
London

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