NONE: Re: ONLINE-ADS>> Why media buyer distrust publishers
Re: ONLINE-ADS>> Why media buyer distrust publishers
/e/y/e/s/c/r/e/a/m/ - Adam Boettiger (ab_at_eyescream.com)
Thu, 20 Aug 1998 10:48:46 -0500 (CDT)
Richard Hoy wrote in part:
> 1.) the rep led us to believe that our original deal (one price for
> everything) was quite doable.
>
> 2.) they won't even throw in the low performing pages to make us
> happy. It is as if they expect that someone is going to buy some podunk
> page getting 20 impressions per month for a fixed price.
>
> This isn't the first time I've felt the need to distrust what a publisher
> is telling me. About two months ago we did an ad buy on a major
> network. It
> was a nightmare from day one. They could not get the ads to run to our
> specifications to save their lives.
I think the two problems you identified are pretty common ones. What
normally happens in the first instance is that a rep makes a promise that
they really have no authority to make, then when it comes down to running
it by their manager they are told otherwise. For whatever reason, either
they are new or just unknowledgeable about internal policies, it is still
*very* unprofessional. As you said, it makes you look like an idiot in
front of your client. If you are told something by a rep and you have it
in writing, then they should honor it even if it was an offer or promise
they don't usually make. Nothing is written in stone and if it was their
rep that screwed up, they should bite the bullet, deal with the rep
internally and keep your business. As it stands now I would guess that you
most likely will never be including this site in any future media plans.
Or as you point out in your second example of the Network Nightmare, in
some instances it is simply a matter of the left brain not knowing what the
right brain is doing. I agree, it's scary to think that such a large
organization/Network could be so inept at getting flights to run properly.
While such instances are not the norm, they certainly do contribute to an
air of distrust. Make me look good in my client's eyes and I will be a
repeat customer. Make me look like an idiot due to your internal mistakes
or failure to deliver what you have promised and not only will I not be
back again, but I will tell ten other media buyers of my experience with
you and how I was not taken care of.
I'm not saying that in every instance media buyers distrust publishers.
Just that in the two examples Richard listed above he has every reason to
be upset. I must say, however that while these examples are common - and
I have experienced both first hand - they are not the norm. Many
publishers have gone beyond the call of duty to get our ad dollars, and if
a site works out well we generally do use it for more than one client if it
fits into their plan.
AB
List Moderator, The Internet Advertising Discussion List
http://www.internetadvertising.org/
---------------- e/y/e/s/c/r/e/a/m interactive, inc. --------------
adam boettiger - e: mailto:ab_at_eyescream.com
vice president, business development
t: (503) 292-6987 Ext. 16 / f: (503) 296-0945
traffic building, strategic partnering, new media planning,
killer creative and design that will make you s/c/r/e/a/m
portland, oregon (usa)
-----------------< http://www.eyescream.com/ >---------------------
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