NONE: Re: ONLINE-ADS>> Sponsorship versus Advertising...
Re: ONLINE-ADS>> Sponsorship versus Advertising...
Ross Warren (ross_at_scavengernet.com)
Tue, 4 Aug 1998 09:17:26 -0500 (CDT)
Hello:
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.
We have been dealing with the same issue in our attempts
to find sponsors for our online game, SCAVENGERnet,
http://www.scavengernet.com. SCAVENGERnet is a free weekly
Internet scavenger hunt with a twist. Players who register
receive a list of items to find on the Web. The first player
to submit the most correct answers wins that week's prize.
The twist being that we don't even know if the items exist
on the Web...such as, "A picture of the first president to
own a car. "
The value of a sponsorship varies, obviously, based on a
number of factors including, audience demographics, traffic,
subject, etc. So, much like the CPM and CPC values we see
all over the board today, it would really be impossible to
set an industry standard for the value of a sponsorship.
I agree with Tom that sponsorships are going to grow
increasingly popular and more important as the Internet
continues to grow. That is why we adopted an attitude of
attracting sponsors with a very simple pricing structure:
FREE.
Are we insane? Maybe, but that's not the issue here. Sponsor-
ships are about long-term relationships. This isn't your
average month-long banner buy. A sponsorship is an investment,
by both sides, in a mutually beneficial relationship. Instead
of charging a CPM or flat fee for sponsorships, we merely
ask that the sponsor donate that week's prize. A very, very
minimal cost to the sponsor for a good deal of exposure,
and a very good expense cut for us, not to mention the benefit
of being associated with a respected company. And given the
nature and frequency of our contest, and the consumer-oriented
audience base, the sponsor gets great traffic, and we are free
to pursue other means of revenue.
As SCAVENGERnet is still very new, the long-term benefits
are not yet apparent, but we're having fun running the game,
and so far (knock on wood) not losing money. We'll keep you
posted on the progress of our theory.
Sincerely,
Ross Warren
mailto:ross_at_scavengernet.com
====================
SCAVENGERnet
Think you know the Net? Prove it.
http://www.scavengernet.com
Free Weekly Internet Scavenger Hunts
====================
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