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NONE: Re: ONLINE-ADS>> Why media buyer distrust publishers
Re: ONLINE-ADS>> Why media buyer distrust publishers
Dave Graham (dgraham_at_webrep.net)
Wed, 26 Aug 1998 10:25:26 -0500 (CDT)
Joel Gehman wrote:
>In all cases, when confronted, our vendors were very willing to
>amend the situation. I believe these problems are not
>symptomatic of negligence on the part of advertising vendors per
>se, but merely a reflection of the inadequacy of the tools we all
>rely on to conduct advertising on the Web.
I very much agree with Joel Gehman's comment. The issue of trust between
buyers and sellers is not necessarily dependent on campaigns running
smoothly all the time. It is an unfortunate reality that mistakes occur on
the Web more often than they do in traditional media. The issue of trust
revolves more around honesty and accountability. When campaigns run
incorrectly, reps can preserve the buyers trust by relaying the exact
details of the error to the buyer, explaining how this mistake will be
avoided in the future, and delivering an appropriate makegood. When the
buyer knows the actual reason banners did not run or a campaign
under-delivered, is confident it won't happen again, and is compensated for
the mistake (at WebRep, we deliver double the impressions lost), trust
between buyers and sellers can remain amidst all the confusion of this
young business.
--------------------------------------------------------------
Dave Graham (mailto:dgraham_at_webrep.net)
2CAN Media, Inc.
1850 Union St., Suite 1149
San Francisco, CA 94123
TEL (415) 772-3645
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