Re: ONLINE-ADS>> Sponsorship versus Advertising

Brooks Dobbs (bdobbs_at_cimedia.com)
Tue, 4 Aug 1998 09:17:08 -0500 (CDT)

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Ross Warren: "Re: ONLINE-ADS>> Sponsorship versus Advertising..."
• Previous message: Mark J. Welch: "ONLINE-ADS>> Banner Ad Sales Management Software?"

Tom Lehman <tlehman_at_ansible.com> wrote:

>I believe that the linkages offered by sponsorship versus simple banner
>advertising are going to become even more important to Internet >promotion.
>But I wonder how we will come up with commonly accepted ways to place a
>value on that exposure.

Tom brings up an interesting point here. While I would not argue that
rotating banners are going away, I would say that the lack of revenue
being generated by banners sales is forcing more publishers to look at
content sponsorship. There are many interesting issue here (not the
least of which is editorial objectivity), but the technical one that
interests me is the actual sponsorship logo serving and tracking.

More and more companies have "outsourced" admanagement to services like
Imgis, DoubleClick, Adknowledge as opposed to running through products
lsuch as Accipiter or Netgravity. I won't argue the merits here - just
that it is a trend. These services charge a fixed rate per CPM of
delivered ads. If you charge a fixed amount for a content sponsorship
and use a service to serve the advertisers button on the section, you
put yourself in a potential conflict of interests. Basically the more
views the sponsored page(s) gets, the more your adserving company
charges you, the less money you make! Obviously the alternative is to
build second ad tracking system to track serves an clicks outside of
your banner service, but now you are getting into managing disparate
reporting systems and explaining that to your customers.

Just wondering if anyone else is seeing the start of this?

-Brooks

--
Brooks Dobbs, brooks_at_cimedia.com
Advertising Systems Manager - Cox Interactive Media
office) 404.572.1807 fax) 404.572.1801

How long is this Beta guy going to keep testing our stuff? (Programming
intern, Microsoft IIS Development team)


========================================================================
------------------------------------------------------------------------
       This week's Online Advertising Discussion List sponsor:
			      24/7 Media

        High impact campaigns. Through outstanding brand-name sites.
                Reaching the masses. The 24/7 Network
 24/7 Media--Always Serving You     http://www.247media.com/sites.html

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: Ross Warren: "Re: ONLINE-ADS>> Sponsorship versus Advertising..."
• Previous message: Mark J. Welch: "ONLINE-ADS>> Banner Ad Sales Management Software?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.