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NONE: ONLINE-ADS>> false impressions/pricing models
ONLINE-ADS>> false impressions/pricing models
Chris Bertchie (chrisb_at_townhall.com)
Tue, 3 Jun 1997 12:08:50 +0000
In argument for the CPM model or a hybrid based on impressions:
"False impressions" from bots, spiders, offline browsers, aborted
downloads, etc. are out of the control of web publishers - and so is
the reaction of the site's users. Even if the creative is good, and
the match between user base and product/service is good, a site can't
guarantee _genuine_ clicks. The site _can_, however, guarantee
impressions, or can bill only for those impressions delivered. I
agree with Cliff and Andy that the impact of cached pages greatly
outweighs the impact of "false impressions" - on townhall.com, 15%
to 17% of our users come from AOL, for example, and only 4% to 7% of
all impressions are from intelligent agents/bots/etc.
I think that most responsibility for click-through lies with the
creator of the advertising and with the media planner/buyer - be it
agency or client. If the medium is really considered when designing
banners or other web advertising, then the ad can work _without_
clicks to build awareness and recognition, and the ad can deliver a
message that serves to intrigue/attract the right kind of people.
The site does share some responsibility in ensuring that the site
layout/design accomodates advertising - if you are going to charge
someone for their presence on your site, then that presence should be
readily apparent. Advertising becomes part of the user's experience
when visiting the site, and different approaches will work for
different sites... if the format works on a site, then click-through
will be maximized. (If I tried to put "pop-up" ads on the Town Hall
home page, I'd be flamed by regular users! - but I bet they will work
on other, more entertainment-oriented parts of our site.)
Transactional pricing models give both buyer and seller a fairer
value for the money than the click-through model, but for most
advertisers, the value of the advertising isn't strictly tied to
sales or leads. There _is_ some branding benefit, and the style of
presentation can communicate the personality of the advertiser's
site, product, or service. At the least, a minimum rate or setup fee
for launching the advertising is appropriate.
I do have a question for the list - how do you track transactions in
a transactional model if they don't happen on your site, or aren't
delivered through your site?
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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