Re: ONLINE-ADS>> Mechanical Clicks

Brian Monahan (brianm_at_mcmahon.net)
Wed, 4 Jun 1997 09:34:49 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Rick Bruner: "ONLINE-ADS>> AOL now sharing cached impression data"
• Previous message: Lynn McCausland: "ONLINE-ADS>> posting for discussion list"

Mark Dolley wrote:

> And in any case, paying by CTR is a negation of all the brand-building
> justification we have used to build up the ad industry in the first
> place. So if we want that industry to pay for all our fun,let's stop
> constantly trying to shoot ourselves in the feet, ok?

Brand building is an effective tool for mass marketing of products that are
sold to consumers by a third party. Online advertisers are going to demand
performance based pricing because it makes for more efficient one to one
marketing.

Ad dollars are flowing to sites that offer performance based pricing.
Sites greatly improve their chances of making one of my plans by offering a
cost per visit deal.

Yes, this will hurt some sites but a shake out is good for the industry.
>From an advertisers perspective, running an online campaign with
significant reach is a labor intensive, executional nightmare. And
frankly, the returns do not justify the man power required to execute a
serious online campaign right now. Making online advertising easier and
more effective will only increase ad spending.

BTW, early results from Infoseek UltraMatch have been excellent.

Brian Monahan
Media Supervisor
McMahon & Partners

• Archive Home Page
• Search
• Next message: Rick Bruner: "ONLINE-ADS>> AOL now sharing cached impression data"
• Previous message: Lynn McCausland: "ONLINE-ADS>> posting for discussion list"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.