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NONE: Re: ONLINE-ADS>> Microsoft IE pay-per-download
Re: ONLINE-ADS>> Microsoft IE pay-per-download
LMitrovich_at_hhcc.com
Wed, 12 Mar 1997 12:02:05 -0400
On Tuesday, March 11, Jeffrey Erb's post read:
>There's one resounding solution: turn down their advertising. If they don't
>want to play by the rules, tough luck. I guarantee that they would change
>their tune. Microsoft's marketing people are very aware of the value of Ad
>Banner brand recognition.
>
>There is one simple solution. Wake up. Think like an agency, not like
>someone desperate for money. Remember, it's our world and we set the
>rules... not them.
"If they don't want to play by the rules, tough luck"??? "...it's our
world and we set the rules..."???? Who are you kidding, Jeffrey? Isn't
that one of the points of online advertising yet, that there are no rules?
Boy, there's that collaborative attitude that's going to ensure the success
of Web advertising for all of us so that we can be making a living at this
three years from now. Who ARE you?
Here's the bottom line, Jeffrey. Is this a direct marketing medium, or is
this a broadcast medium? If this is direct marketing, price on a results
basis. If this is broadcast, price in accord with broadcast media. The
pathetic thing is that publishers' fear of assuming any risk in this model
is preventing them from taking up offers like Microsoft's, when, in fact,
sites could probably make more money with this kind of offer than with
selling on a CPM basis. Anyone out there willing to find out??? Anyone
out there with a little extra ad inventory they're willing to experiment
with (and unless you're Yahoo!, my impression is that you do have some
inventory to spare)?
Incidentally, exactly HOW would an agency *think* in this case?
Laura K. Mitrovich
Senior Interactive Media Planner
Hill, Holliday Advertising
lmitrovich_at_hhcc.com
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