Re: ONLINE-ADS>> Branding With Banner Ads

Stefanie Nelson (snelson_at_dsw.com)
Tue, 24 Jun 1997 10:33:30 -0600

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Tom Hespos: "RE: ONLINE-ADS>> Branding With Banner Ads"
• Previous message: Appybean Gourmet Coffee: "Re: ONLINE-ADS>> False Click-throughs"

>Steven Heath wrote:

>>Hmm, lets all sterotype people here.

and Herman Tumurcuoglu replied:

>I say most.. not all Steve -- if I was referring to you I would have done
>so, as the group knows by now, I'm not shy ;)

>In recent months I have talked to a number of people who had advertising
>depth and, like you, also understood cost structure and logistics of the
>net. As you are quick to point out, you probably know much more than
>others on the list. Let's just say I know where you are coming from. I
>have seen many marketing professionals declare themselves Internet experts
>when only 2 years prior to that they did not even have an e-mail address.
>There is such a thing as a learning curve!! You don't need to start
>playing with a UNIX machines like I did but hey..hit the breaks.

So, Stefanie Nelson replies:

As you, Herman, obviously do not understand advertising. No offense, but,
in all honesty, I don't care about your cost structure. All I care about is
how to best serve my clients. If you are selling ads at a CPM that doesn't
cover your costs, that's your problem. It's my job to find and negotiate
the best rates.

And plain old economics DOES have a place here. The laws of supply and
demand don't change just because we're dealing with the Net.

>I have dealt with iStar in Ottawa and Montreal. It's a fine organization.
>Meanwhile I hope the branding nay sayers have taken a look at this new Ad
>Age piece:

>Study shows banners increase brand awareness
>http://www.adage.com/interactive/articles/19970616/articl
e3.html

I don't think anyone is a branding nay sayer - I know I'm
not. Branding has it's place in certain campagins, while
direct response has it's place in others. Banners, and
online advertising in general, works well for both.
However, if you want CPMs to increase, I wouldn't be
pushing this branding thing too far. Mediums that are
popular for branding purposes have CPMs far below the ones
you are currently seeing for banners.

Stefanie L. Nelson
Senior Media Planner, Interactive
Euro RSCG Dahlin Smith White

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

With 312 million page views a month, we have more reach than your
toothbrush. (Probably more frequency, too.)
http://www.geocities.com/

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: Tom Hespos: "RE: ONLINE-ADS>> Branding With Banner Ads"
• Previous message: Appybean Gourmet Coffee: "Re: ONLINE-ADS>> False Click-throughs"

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.