Re: ONLINE-ADS> How to SELL web advertising

Frank Lee (flee_at_tpgi.com.au)
Tue, 21 Apr 1998 08:51:45 +1000

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Jason Ellis <treknews_at_juno.com> wrote:

> I couldn't agree with this more. If you're selling widgets, and you
> advertise on a widget-oriented site, then paying CPM is fine. But, if,
> using someone else's example, you advertise your widget sales on my Star
> Trek site, then you'd be wasting your money advertising CPM - your
> click-through rate would be rediculously low.
>
<SNIP>

>
> Does anyone have any statistics to back up my theory here? It makes sense
> logically, but I don't have any stats to prove it.

Why rely on statistics? What's wrong with the standard direct marketing
technique of testing media to see where your responses come from? I do
this as standard practice. I buy a limited time and measure the
clickthrough from each ad, and, since what they are clicking through to
is always a response mechanism I can measure clickthrough against action
for each ad. The ones that work, stay; those that don't go.

Regards,

frank

--
Frank Lee. Interactive Strategist, IBM Australia Ltd.
Member: Aust.DM Assc., Market Research Soc. of Aust., Web Consultants
Assoc., HTML Writers Guild, Internet Professionals Association.


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