Re: ONLINE-ADS>> Mechanical Clicks

Mark Dolley (mark_at_zapworks.com)
Thu, 5 Jun 97 15:09:12 -0000

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: e/y/e/s/c/r/e/a/m - mark grimes: "ONLINE ADS>> Dogpile Top 200 Search Words"
• Previous message: Sue Levin: "ONLINE-ADS>> AOL Cache Info/Click-Through Rates"

>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?

then in response, Brian Monahan, brianm_at_mcmahon.net wrote:

>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.

The cost per visit model implies that you are still working essentially
on a banner and site basis. Whilst this will remain an important part of
the online mix, and banner use will remain strongest in highly targetted,
traffic-generation campaigns for which results count for much, it should
come as no surprise that companies like Levi's, with a brand to build
(online commerce for jeans, soda or cosmetics? yeah, right), are
searching for new models. Meanwhile, others sit on the sidelines.

Whilst God is in the detail, we do need to remember the big picture if we
are to score the big bucks. The .net has the capacity to go way beyond
one-to-one targetted advertising, even tho' that happens to be one thing
it is pre-eminently good at.

Mark Dolley,
Director of Business Development, ZAPWORKS

(+1) 415 551 1800 http://www.zapworks.com
New US office! 385 8th Street, Suite 210,
San Francisco, CA, 94103, USA
"And now," cried Max, "let the wild rumpus start!"

• Archive Home Page
• Search
• Next message: e/y/e/s/c/r/e/a/m - mark grimes: "ONLINE ADS>> Dogpile Top 200 Search Words"
• Previous message: Sue Levin: "ONLINE-ADS>> AOL Cache Info/Click-Through Rates"

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.