NONE: Re: ONLINE-ADS>> ad rates
Re: ONLINE-ADS>> ad rates
Marshall Hays (marshall_at_hays.net)
Wed, 19 Nov 1997 22:47:44 -0600
Daniela Muhling <barline_at_ggg.net> wrote:
> I would be interested to hear other opinions on the same subject. What
> if one were to state explicitly that the low rates were for a limited
> period? I will be launching a new web site in February. I expect to
> have the site up for several months before I will have sufficient
> traffic and statistics to justify charging the going rate for ads.
> Would it be a mistake to offer low cost or even free advertising during
> the early months? Would having some form of advertising up from the
> start make my site more compelling to other potential advertisers?
-------------------->
Offering the low rates during the beginning stages of the website's
evolution is a great idea. We too have now started offering advertising
on one of our websites and since we do not have a media kit printed up
yet and are still testing some banner rotation options, we have offered
an 'end of the year' banner special. Sure we may lose some advertisers
once the rates increase but the bottom line is if you can deliver
customers to the advertiser's website. If the click-thru ratio is
higher than the norm, then they will pay the 'going rate' later. If the
advertising did not meet their expectations, then no amount of discount
will keep them around.
Looking over the previous discussions of this topic I think they were
originally discussing the concept of offering discounts to land
first-time advertisers. I tend to agree with the original arguments
against it. You're rate card will not be taken seriously anymore. In
your case tho, it's more like a pre-season sale.
While you are waiting for advertisers, put up PublicService announcement
banner ads http://www.adcouncil.org/banner/. Not only is it a
charitable thing to do, but you can use them to test and see which of
your webpages generates the highest click-thrus, etc...
Marshall Hays
Hays Internet Marketing
http://www.hays.net
ph:214-887-8881
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