Re: ONLINE-ADS>> Branding With Banner Ads

Stefanie Nelson (snelson_at_dsw.com)
Wed, 25 Jun 1997 14:28:42 -0600

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On 6/25, Tom Hespos wrote:

>A few points here...

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

And Stefanie Nelson replies:

You are correct. My bad.

>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.

My point exactly! Herman seems to feel that, if advertisers use banners
for branding rather than direct mail, CPMs will increase. Thanks for
making my point clearer.

>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.

Again, my point exactly. If you read the posts that lead up to this one,
you will know that Herman was predicting the end of Internet advertising
due to advertisers not using banners to brand.

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

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