RE: ONLINE-ADS>> Branding With Banner Ads

Tom Hespos (thespos_at_k2design.com)
Wed, 25 Jun 1997 15:45:12 -0400

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Stefanie L. Nelson wrote:

>>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.

A few points here...

1) "Mediums" isn't a word. Sorry to be anal, but it's a pet peeve of
mine.

2) I agree that media that are "popular for branding purposes have CPMs
far below the ones you are currently seeing for banners," (in general)
but does branding play that large a role in determining costs? I don't
think for a minute that it necessarily follows that if the web begins to
move away from direct response and more toward branding that CPMs will
go down as a result.

3) Banners do work well for both branding and direct response, but if I
were given a choice in a branding campaign, I'd try to stay away from
banners and steer the media buy toward co-branded content or microsites
and such.

-Tom Hespos
Senior Media Planner
K2 Design
www.k2design.com
members.aol.com/~THespos

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