NONE: Re: ONLINE-ADS>> Content Advertising
Re: ONLINE-ADS>> Content Advertising
Keith Pieper (merle_at_specktrum.com)
Tue, 07 Oct 1997 11:25:46 +0000
Sandra,
Our firm is working with several travel sites to create 'content
advertising' executions. As a matter of fact all of the content is
provided by the advertisers, we simply provide the traffic stream and
environment. Pricing is a quirky issue here - the main reason
advertisers do this is for branding. The obvious answer is content
advertising is much more effective thatn banners for branding-users are
involved on a deeper level. So you could would likely justify higher
premium prices for such an offer. But what price? That's really hit and
miss. Our pricing was gut feeling - very negotiable. However, we offer
the advertising complete freedom with what to do. Basically we offer
them the space to do whatever they please - given the editorial
environment. The other factor was time. Because advertisers have
flexibility here and hope to create a long-term brand franchise with
users, the contracts on average have been longer than banner contracts.
It's a fun but vague arena to be playing in. It gives you the
opportunity to truly cater your services to exactly what the advertiser
wants.
Keith Pieper
Chief Idea Officer - merle_at_specktrum.com
Specktrum - http://www.specktrum.com
"Read about our new pay for performance products!"
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