NONE: ONLINE-ADS>> Resist and educate for success
ONLINE-ADS>> Resist and educate for success
Robert Gordon (bgordon_at_theautochannel.com)
Fri, 21 Nov 1997 08:52:45 -0400
As the co-publisher of an advertiser supported content
site (www.theautochannel.com) I am always looking for a measurement
service that really defines the way the web delivers for its
advertisers. Yesterday I spoke with a new web rating service that is
hoping to put the web in the same box with TV and Radio as a measured
Media, they offer a service that compares and ranks the reach of web
sites...Here we go again...Publishing on and advertising on the web is
nothing like the other electronic media...web sites are highly
targeted and are totally specific in their content and should be
designed to provide a co-branding opportunity for the advertiser who
understands the impact that the integration of their brand within
highly relevant editorial content delivers. Site sponsors' exposure
can be guaranteed by the inclusion of the sponsors ID or message on
every content page...wouldn't a smart advertiser jump at the chance to
have this identification on every page of a relevant magazine or have
their logo always displayed at the bottom of a TV networks programs?
These highly effective forms of advertising are not offered on those
media. But sponsorship positions on content sites can do just that for
web advertisers...rating services ,the agencies, and unfortunately
most advertisers forget that the other part of effective advertising
is frequency...advertisers should use the mass media for reach and the
web for saturation frequency against target audiences...smart on-line
content publishers will offer the opportunity to saturate their site
to relevant advertisers...in the "old days" advertising professionals
understood this concept by buying Newspaper double trucks for impact
and big reach and additional smaller ads throughout the rest of the
paper promoting the event, for frequency,...Radio offered vertical
saturation packages that would give an advertiser a spot every 15
minutes to take advantage of effective reach and saturation frequency.
It seems that saturation frequency is now a bad concept in the
advertising world, not because it is not highly effective but because
most of the media buyers, planners and client ad management are too
young to remember that you really could afford to buy reach and
saturation frequency on the other media...well here is some late
breaking news...saturation advertising works and you should buy the
web this way...don't waste ad money on big reach sites if you don't
buy all the reach...in fact the bigger the reach on a site the less
opportunity an advertiser has to economically make an impactful
impression on the visitor...Today's interactive media decisions are
all screwed up...if the criteria of a buy on a site is the total
monthly unique visitors and the buy is made for only for a fixed
number of impressions, what the heck does the total reach
mean?...kindda like buying the superbowl network for its reach and
buying a spot 6 am superbowl Sunday...hey kids an impression stands on
its own and has nothing to do with how many other impressions that
site delivers...duh!!...oh yes CPM comparisons...click-throughs should
be priced at the same level as the cost of magazine reply cards... you
know those pre paid postcards stuck in the back of a magazine where
you are supposed to request more information...hey P&G can you tell me
what that CPM is?
Bob Gordon Gordon Communications
624 W. Main St. Louisville, KY 40202
502-584-4100 fax 502-568-2501
bgordon_at_theautochannel.com http://www.theautochannel.com
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