NONE: Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Re: ONLINE-ADS>> cost benefit analysis click-thru buys
Cory Treffiletti (cory_at_i-traffic.com)
Thu, 3 Dec 1998 06:50:05 -0600 (CST)
a note concerning CPC campaigns.
there are numerous examples of CPC driven campaigns
throughout the web, some good and some bad. the differences
between the positive experience and the negative experience
of these types of campaigns is simple. it has to do with
customer service and the ability for the company initiating
these sorts of campaigns to work with the affiliate sites to
determine what works well, and share that data with the
other sites.
there are obvious benefits to the advertiser sites in a cost
per action campaign. they drive traffic at an efficient
means. however, there are also benefits to the site who
hosts a cost per click or cost per order campaign.
when a site hosts one of these campaigns they are:
a) generating revenue not previously available to them -->
run the units in non-banner inventory. text links, button
units, interstitials, etc. none of these take away from the
sites' existing revenue stream.
b) learning valuable information about their audience -->
work with the advertiser to test various types of units and
placements and learn what your audience responds to. if you
are a smart webmaster, that will help you target future
offers and ads as well as direct the types of content you
should be offering.
c) understanding direct marketing on the web --> if the
company offering the affiliate network is working with the
host site, then the host site is learning valuable
information about what works on other sites. what size and
color units drive response? how do other host sites drive
traffic to those units? all pieces of info that are
invaluable to your site as we move ahead.
all of these are definitive benefits to the host site in a
cost per action campaign. there should be more of a
collaborative relationship between the advertiser and the
host site that will drive the growth of online advertising.
it should not be a combative relationship.
Cory R. Treffiletti
Vice President, Account Services
i-traffic
375 west broadway, NYC
ph: 212.219.0050 ext.213
mobile: 917-859-1125
http://www.i-traffic.com
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