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NONE: Re: ONLINE-ADS>> AOL ad money DOWN
Re: ONLINE-ADS>> AOL ad money DOWN
Hall, Steve (shall_at_harpell.com)
Fri, 14 Nov 1997 09:11:19 -0500
> Bob Schmidt wrote:
>
>Ah, but one cannot make money simply by saving money on
advertising and
>savvy marketers know that the largest percentage of users
across the board
>comes from Vienna Va. and will test going directly to the
source to see if
> >it pays off. Why wait for an AOL user to come to you when you can go
> to
>them?
AOL has always received such a bad rap on so many things
including its ad programs. We, as saavy marketers tended to overlook AOL
as a viable advertising medium for any number of reasons: lack of proper
campaign result reporting, newbie type audience, un-connectedness to the
web, lack of flexibility in ad programs, etc. Most of these are no
longer true. I personally had great success with AOL and an ad program
we put together for a client of ours who was/is a family/parenting
oriented site. At the time this program began (Q1 97), AOL was in the
throes of moving towards a reporting mechanisms that actually reported
the success rate of a campaign.
At the outset, we were confident that AOL had the perfect
audience for our client and at the end of our program with AOL in mid
97, the results were clear. No other program, whether it be print or web
site advertising could come close to matching the success we saw in our
program with AOL. Both from a cost efficiency standpoint and site
traffic delivery standpoint.
This is not to say that AOL is superior to the Web. It's just a
powerful advertising medium that should be considered for almost any Web
campaign. With 10,000,000 members, you can't ignore it!
Let's face it, those of us who belong to this listserv are quite
saavy and probably gave up our AOL accounts long ago if we ever had one
at all! We are in the minority.
For the near term, AOL will be the place to go for the major
consumer marketers who are just beginning to listen to their agencies
Internet/online recommendations. It's the beginning of that mass
audience that mass marketers can not seem to do without. No matter what
those marketers say about niche and one-to-one marketing, for them, it
comes down to lots of eyeballs. And right now, AOL has a hell of a lot
of eyeballs!
As Bob said above in is post, go to them. There are 10,000,000
of them. Don't wait for them to come to you.
Steve Hall
Harpell/Martins & Company
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