ONLINE ADS>> Those evil ad networks

Craig Swerdloff (cswerdloff_at_cliqnow.com)
Tue, 10 Jun 1997 16:00:16 -0400

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Mike Pooler wrote:

I have been meaning to make a few points about the evils of "ad networks":

I would assume that in making an ad buy, the buyer
evaluates potential sites on their look, feel, attitude, style, etc, (as
well as on their hard data), and picks a site or two that is a good match
to the campaign in question. The right site has the right vibe to match the
campaign. In an ad network, it's impossible to try to make these style
judgments. The ad simply gets spammed across a large group of small,
amateurish sites with a wide range of styles and designs- it's like flying
blind, and it's unwise.

Not impossible. CLIQNOW! offers targeted networks that consist of at the
most thirty different sites. It may take some time, however the
advertisers can pick and choose the sites within the network which they
feel are a good match for their campaign. We certainly make up for this
lost time by delivering them a single report at the end of the month, for
all of the sites their campaign ran on. I think many members of this
discussion group may take offense to you calling sites within ad networks
"small, amateurish sites...". We pride ourselves on the quality of the
sites within the CLIQNOW! Networks.

The members of the ad network have a similar problem- they are stuck with
whatever banners get inserted into their pages. What's worse, since most
networks can't seem to sell anything, the ads often just advertise the
network itself.

Members of the CLIQNOW! Networks have the right of refusal on any
advertisement we bring in, for whatever reason. If you visit a member's
site of one of our networks, you will in fact only see paid banner ads.

What it comes down to is this- banner advertising is more than just
numbers. The more of us that keep this in mind, the better this business
will be for it, in my opinion.

I definitely agree with you on this. Numbers do not tell the whole story.
I think we have proved this to ourselves over and over again in the
discussion about inflated CTR's, quality vs. quantity of visitors etc..

Sincerely,

:-)------------------------------------------------lol--------------------------
-------------------(-:

Craig Swerdloff cswerdloff_at_cliqnow.com
CLIQNOW! Sales Group 888/254-0669
(Whole In One Advertising) 212/422-1696

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