NONE: Re: ONLINE-ADS>> And another thing about "Ad flipping"
Re: ONLINE-ADS>> And another thing about "Ad flipping"
Mark Dolley (mark_at_zapworks.com)
Sun, 15 Jun 97 16:50:09 -0000
Craig Swerdloff,cswerdloff_at_cliqnow.com wrote on 6/13/97 3:19 PM:
<snip>
>What set me off was the advertisements under the scorer's table. At MSG
>(Madison Square Garden) these ads are constantly being rotated.
>Advertisers are paying big bucks to be there (Not sure how much, but if
>anyone knows please let me know).
>
>I think it is fair to assume that these rotating scorer table ads are very
>similar to a banner ad being rotated on a Web site. So lets compare: Both
>ads are being viewed by a fairly large audience. The difference being the
>audience viewing the banner ad can be targeted and measured more
>effectively. Both ads are creating a branding effect for the product being
>advertised. The banner ad, if used effectively, can offer an advertiser
>many other benefits; including leads, sales, promotions, and most
>importantly valuable information about the viewer. The scorer's table ads
>do not offer any of these. Because I do not know the exact price of one of
>these ads I can not compare based on this element, however I would imagine
>that the cost per thousand viewers is probably more expensive than an
>average Web banner (Please correct me if I am wrong).
>
>I have never seen an empty space underneath the scorer's table at MSG, at
>least not that I can remember. Nobody seems to mind the fact that their ads
>are being rotated throughout the course of the game. So my question is;
>why do we hold the Web up to such high standards?
In Europe, prime billboard sites have rotating ads and the boards around
the soccer pitch have rotated for the longest time (no special teams,
Gatorade vats, gnarly coaches or cheerleaders to mess up the sightlines).
My guess as to the difference between web and sportsground is that the
big advertisers have yet to be persuaded of the branding potential of
486x60. How many Nike / Calvin Klein / Coke banners have *you* seen?
And I'm not convinced that full-page interstitials are the answer either,
being too intrusive. How about some graphics-lite, half-page ads with
*nothing* to click ion? All those guffawing should now stop and ask
themselves:
How was it we got so conservative and went so far down the banner and
site model route that we now have trouble envisaging working with
anything else? And how did we develop a closed mindset to quickly?
Have a reflective week, y'all.
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!"
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