NONE: Re: ONLINE-ADS>> Hypermart and DoubleClick/Flycast...
Re: ONLINE-ADS>> Hypermart and DoubleClick/Flycast...
Allen Graber (agraber_at_mindspring.com)
Thu, 09 Apr 1998 20:19:05 -0400
Mark,
Thank you very much for your comments. I have some additional follow ups
below.
Mark J. Welch wrote:
>
> Allen Graber of Hypermart asked two important questions about how to
> enhance ad revenue from his site. He mentioned that he runs network
> ads from DoubleClick, FlyCast, AdAuction, and Burst.
>
> (1) Allen wants to know if, instead of running a "house" ad
(self-promotion)
> on DoubleClick and FlyCast when no paid ads are available, could he run
> some other ad that might generate revenue? I certainly think he could.
> For example, instead of running the "house" ad (or in rotation with it), he
> might add some commission-based ads (books, music, art/posters, etc.)
> and monitor the results over time. Or he could run some pay-per-click
> ads (possibly including more networks like ValueClick or SAFE Audit).
> Of course, this must be cleared with each network where these "default"
> banners will run.
It is my understanding (and I may be wrong) that ValueClick and SAFE
Audit have to serve the ad from their ad servers. Could DoubleClick
serve up a SAFE Audit ad to our sites?
With Flycast, we have given them a Computer Literacy Bookstore ad as our
default ad. I dont like using this as you cant track your progress as
Computer Literacy only sends results once a month. We have managed to
make a few $ with this ad but are looking for a different "default" ad,
preferably a pay per click ad. Any ideas?
>
> (2) Allen also notes that on FlyCast (and I assume on DoubleClick), he
> simply doesn't know whether a paid ad is available at any given moment,
> and so he's not sure how to rotate FlyCast's ads with other content.
> He asked whether there is some way to "know" or be informed when a
> paid ad is available. I think not: FlyCast's dynamic ad placement makes
> it impossible to know for sure whether a paid ad is available. However,
> depending on the "minimum bid" price you set for FlyCast "blind buys,"
> you can often predict a range of sequences of paid ads: for example, you
> may be able to determine that the first 5 ads are usually paid and then
> the remaining ads will be house ads or PSAs. This will vary over time,
> but overall you should be able to use a number and stick with it. Note that
> if you cannot rotate content based on adviews-per-visitor, you should get
> software that can do this, rather than rotating ads randomly.
Very interesting insight. We will look into this. Thanks
>
> Note also that if your FlyCast "blind buy" price is set above $1, then you
> are missing some paid advertising opportunities. I have been running
> a number of $1 to $3 "blind buy" campaigns over the past few weeks
> (with generally poor results, since other advertisers are outbidding me),
> and I don't think I have seen any clickthroughs from HyperMart.
We will adjust this. I thought they didnt permit anything below $3 for a
blind buy.
>
> Third, I would like to make a very direct (negative) observation about
> HyperMart's ad system: HyperMart is a "free web page" system like
> GeoCities and Tripod, and all three of these systems (like many adult
> web sites) use pop-up ads that I consider to be irritating and obnoxious.
> Indeed, the level of irritation, plus my experience with the average
> quality of sites hosted at these "free servers," has led me to conclude
> that as a general rule, any site hosted at GeoCities, Tripod, or Hypermart
> is NOT worth visiting, period. In short, pop-up ads DRIVE ME AWAY,
> rather than attracting my clicks.
Your feedback is valid. We have gotten alot of comments, both positive
and negative about the pop-ups. We give our users the option of choosing
between either having banners on their pages or pop-ups. Some of our
hosters wanted to keep the banners off their pages and consequently
asked for popups. Others hate popups and put the banners on the pages.
In any event, we are trying to be flexible to our users and offer them
as many options as we can.
Advertisers can choose to advertise on sites with popups or without
popups (or both). In other words, if an advertiser doesnt like Popups,
we can arrange a package so that their ad banner only appears on our
users' sites with the banners on their pages.
Allen Graber
Hypermart
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ICONOCAST, LinkExchange and Mplayer
"You have succeeded, for the first time ever, in getting me hooked on
a newsletter." -- Susan Kennedy, VP Mktg., TouchStone Software Corp.
E-mail majordomo_at_iconocast.com with "subscribe iconocast" in body
---
Wanna reach music lovers? Sky-divers? Pottery buffs? Buy ad space from
LinkExchange and select from over 1,600 targeting categories. Special
deals in April for Online-Ads subscribers: aprilsale_at_linkexchange.com
---
Reach tech-savvy, affluent adults and teens at home
Innovative sponsorships with an engaged entertainment community
Contact mplayer.com at advertising_at_mplayer.com or 650-429-3700
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
