NONE: Re: ONLINE-ADS>> Value of Test Banners?
Re: ONLINE-ADS>> Value of Test Banners?
Mark Dolley (mark_at_zapworks.com)
Sun, 12 Oct 97 11:21:30 -0700
I wrote:
>>However, I would be far more intrigued to know whether agencies are
>>having any luck persuading their clients to pay up for focus groups to
>>look at banner creative, prior to testing.
Leo Sheiner,leo_at_netcomuk.co.uk replied on 10/12/97 4:54 AM:
>
>I would propose a different model. It seems to me that translating
>a traditional model like test runs or focus groups betrays a complete
>lack of understanding about the immediacy of the Web as compared to
>the long cycles familiar to the printed and broadcasting media. The most
>cost-effective way to do anything on the Web is suck it and see.
>Everything you do in the fast moving and developing medium is by
>definition a test run.
<snip>
Firstly, asking the question I chose did not imply I was in favor of a
particular business model. We are out of the "test-run" phase for
banners. Consolidated standards, metrics and the sheer volume mean that
we are talking about an established model - apart from changes in the
technical nature of the medium (like no plug-in, Java-enabled Shockwave -
don't rush out and buy an Enliven server just yet).
Standardized models are what we need to get the big consumer brands. Folk
like P & G aren't going to suck it and see - they think that by doing
that, they might jeopardize the branding work done over decades, with
billions of dollars.
Established and testing practices, like third-party audits that do more
than take a server log and lay it out in Quark Xpress, are another
important sign to the deep-pocketed yet wary advertisers that we are
worthy of their time and money.
Mark Dolley, zapworks! | vox:(+1) 415 551 1800
=
http://www.zapworks.com | fax:(+1) 415 431 3084
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