Re: ONLINE-ADS>> A world without media planners

Bob Stewart (rstewart_at_mars.superlink.net)
Wed, 30 Apr 1997 09:03:06 -0400

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: JohnBeaman: "RE: ONLINE-ADS>> Interstitial webcasted advertising..."
• Previous message: Garnet Heraman: "ONLINE-ADS>> reaching students with online ads"

At 08:19 AM 4/30/97 +0000, Bruce Cohen wrote:
>Novak points to the Amazon.com model as a possible alternative. Let
>any site carry any ad it wants -- on the
>basis that it will get paid a comm on any transaction it generates.

I think the model as used by Amazon has too many flaws. Everyone I've
talked to who has reasonable levels of traffic and a fair number of book
links has been pretty disappointed. The way Amazon has it set up, if a user
is referred to their site and does anything but immediately buy that
particular book, the referer isn't credited. If a user goes to Amazon and
does a search for other books by that author and then ends up buying the
original book anyway, the referer receives nothing. In any case, the
referer only receives a commission on books discounted 10%. Now Amazon is
discounting the 500 best selling books at 40%. Referers will receive zip on
these.

For a model to be successful, both side have to be getting something out of
it. I have seen peoples' statements from Amazon and in the end, the
referer get's about $1-5 for every 1,000 users that clicked through. This
is great for Amazon, but I'd like to hear from one satisfied referer.

I agree the general concept holds promise. It just needs to offer something
to both sides for it to be viable in the long run.

Bob Stewart

The Virtual Mirror - http://www.vmirror.com

• Archive Home Page
• Search
• Next message: JohnBeaman: "RE: ONLINE-ADS>> Interstitial webcasted advertising..."
• Previous message: Garnet Heraman: "ONLINE-ADS>> reaching students with online ads"

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.