NONE: ONLINE-ADS>> Push Model and Advertisement Pricing
ONLINE-ADS>> Push Model and Advertisement Pricing
jagladde_at_NMSU.Edu
Wed, 30 Apr 1997 20:40:32 -0600 (MDT)
The push model has caused concern in online advertisers who fear that
this new emerging technology will create yet another difficulty in
tracking perspective targeted viewers. Another debate that has plagued
media buyers and sellers is what is an appropriatte method in pricing
advertisements. The concern being that cpm is not a reliable guide to ad
effectiveness. The banner ad may be counted even though the viewer neverr
saw it, in the case of viewers who have the graphics turned off, or
viewers who have already scrolled down the screen before the graphic
banner finished uploading to there machine. I believe that there is a
probable solution to both of these problems.
The push model in order to be effective and interest online users will
need to have sufficent revenue to provide the service of searching out
information for the user via an automatic search engine working based on a
consumer profile of interests. The revenue will need to come from
advertisers if the push model is going to be succesfull, in that the
consumer will be less likely to use the service if the costs are to high.
The ability to search for the viewers information is dependant upon a user
profile, and this profile is demographic gold to advertisers. The
information gathered by push model service providers would never need to
be given to advertisers, but advertisers could rrequest that the service
includes a banner ad that relates to information of interest to the user.
This could help the push model service provider ensure accuratte
demographics that would exceed even the effectiveness of todays use of
cookies to track viewers.
The advertisements included with the information pushed to the
viewers desktop would be viewed by the user without the worry of how long
did the ad take to load, or wether the browser was set to a text off
option. This would ensure that a definite imprression was made, as well
the impression would be without duplication in that it is tied to an
ongoing service. The banner ad could be placed on the top of the java
appelate and would remain on the desktop even as information changed. This
would provide the push model with inforrmation to catch any advertisers
eye, concrete demographics and guarnatted impressions, that would make the
cpm much more meaningfull than it currently is on browsers. As well the
advertisments could be sold in timed spots, where a service on the desktop
is opened pumping information of interest to the user, and while the
application is open the first ad might rrun five minutes then a new ad
banner would appear.
Is this intrusive to the user? Well I think the sucess of Hotwired
shows us that consumers are willing to give demographics and accept
advertisement for a service. The are froced to view an ad but in rrreturn
they are rrewarded with time saved due to the fact that they do not have
to search out information, it is found and sent to them directly.
I still do not know as much as I would like about the push model, the
articles I have read have been vague to its specifics. I am wondering if
the group feels this is a viable idea. I would also like to know how
people view the intrusiveness of this method. As a viewer I would not find
this too terribly intrusive in that it is similar to infoseek, yahoo, or
other search engine formatt.
James Gladden
web.nmsu.edu/~jagladde
