NONE: Re: ONLINE-ADS>> A world without media planners
Re: ONLINE-ADS>> A world without media planners
Leo Sheiner (leo_at_netcomuk.co.uk)
Fri, 02 May 1997 06:43:11 +0100
Bob Stewart <rstewart_at_mars.superlink.net> writes:
<snip>
>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.
>
<snip>
As Bob says, "something for both sides" is what is needed for a viable
model. I have heard it said that a deal is right when both parties are
equally unhappy. With the launch of SAFE we have created a free market in
banner proposals. SAFE assists content sites to properly assess performance
based proposals by providing publicly published and audited ratios for each
banner proposal.
In the same issue Laura K. Mitrovich writes "The riskiest pricing model I
have been able to get sales reps to even agree to discuss is a hybrid
model, wherein the content site is compensated with a baseline CPM (based
on impressions) and then is given a cost-per-click in addition." Again SAFE
provides an infinitely flexible hybrid model that allows proposals to be
framed in any combination of exposures, click throughs, fees or percentage
of sale. Ultimately the SAFE published ratios http://www.safe-audit.com
translate all proposals into the common denominator of return per exposure
so that a comparative assessment of proposals can be made. The "market"
will function as soon as SAFE reaches a critical mass of proposals. Both
proposer and proposed will have a common language. Proposals that provide a
good return will prosper, those that do not will need changing or will sink
without trace.
Personally however, I cannot envisage a world without media planners. What
I can see is that the Web is a different animal to other media. We are all
trying to get to grips with just how to handle (and exploit) that
difference. I feel that people with deep experience and knowledge such as
Laura have an important role to play but I see that role changing. Perhaps
Laura should be offering her services to content sites to act on their
behalf to help them make judgements about which banner proposals are likely
to do well for their specific content and traffic. Or indeed to sites who
are wanting banners hosted to advise them on what proposals are likely to
work for them yet also gain acceptance.
http://global-m.com for guaranteed profits on the Internet
mailto:leo_at_netcomuk.co.uk Telephone 44181 208 0220
Banner space to Buy or Sell? http://www.safe-audit.com
Resource site http://www.Chemicalweb.com
