Re: ONLINE-ADS>> ad rates

Steve Roth (sroth_at_thunderlizard.com)
Fri, 21 Nov 97 07:49:02 -0800

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>On Tuesday, November 18, 1997 12:38 AM, Daniela Muhling
>[SMTP:barline_at_ggg.net] wrote:
>>
>> A short while ago someone posted a message which discouraged the
>> practice of offering discounted ad rates to attract new advertisers.
>> The rationale was that the advertisers would come to expect the low
>> rates and would be reluctant to renew when the discount period was
>> over.
><snip>
>>
>> I would be interested to hear other opinions on the same subject.

Given the current glut of unsold inventory, I as an advertiser think
sites should give away free trials.

Why:

1. No advertiser is going to expect *that* to continue!

2. Advertisers who track well will know what the site is worth to them,
so there's reasonable grounds for negotiation and ongoing business.

Ad sites should be wary of advertisers who *don't* track well, because
the value proposition of the free trial disappears. So a clear discussion
of the advertiser's goals and tracking methods should come first, to give
the site a reasonable comfort level that the advertiser isn't just
scamming free impressions, or flailing around trying to learn the
business.

There are more than a few sites that we advertise on because they let us
try it out, and it worked. We were able to cut a deal that met their
objectives and ours. We were only able to come to that deal because we
knew how the site performed for us relative to our objectives.

Steve

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Steve Roth sroth_at_thunderlizard.com
Thunder Lizard Productions Voice: 206/285-0305
Technology Events Done Right Fax: 206/285-0308
1619 8th Ave. N. Seattle WA 98109 http://www.thunderlizard.com?SFR
> WEB ADVERTISING '98: February 2-4, New York City <
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