NONE: ONLINE-ADS>> Selling Ads, CPMs etc
ONLINE-ADS>> Selling Ads, CPMs etc
Tom Daly (tomdaly_at_is.ups.com)
Wed, 22 Apr 1998 09:21:43 -0400
I've been following the various discussions on buying (and selling) ads
on the web, CPM vs. click-thru, DM models for testing and related posts.
My approach has been abit different. As the person who is leading UPS's
interative communications investments, I have been an advocate of the
priciples of "community".
Maybe I'm being overly simplistic, but I believe that a successful web
presence is about providing "relevant resources" and meeting the "needs
and wants" of people in that community (ideas by Hagel & Armstrong,
authors of net.gain). Consequently, UPS seeks out sites that provide
strong communities for people who use our services. Examples: For
people who export, we'd consider export-oriented sites. For small
businesses, we might seek small business sites.
UPS.com is (in my humble opinion) a killer site and there is no better
shipping/transportation site on the web. We have content and
functionality that these segments obviously find useful, but by design
it's not as targetted as something like an inc.com. or
exporthotline.com.
Like most companies, we prioritize and target our communications. When
it comes to the web, it's no different. Our "ad" investments aim to
distribute relevant functionality (and relevant content) to those more
targetted sites. This is not necessarily done on a CPM basis, nor is it
done in a "test mode" where after one week we pull out (content and
functional integration takes too much time and work for a quick test).
And in this approach, click-thru in clearly not the point since UPS
wants our partner sites to keep its community right where they are...on
the site we're paying.
This is a long term approach, but we're trying to build long term
relationships. It sounds cliche, but I think partnerships are the best
way to forge successful relationships online.
Tom Daly <tomdaly_at_is.ups.com>
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