NONE: Re: ONLINE-ADS>> Does online advertising work?
Re: ONLINE-ADS>> Does online advertising work?
Ramon Ray (rayramon_at_nyfccs.com)
Mon, 7 Dec 1998 17:31:12 -0600 (CST)
Hi Robert,
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>I'm growing tired of the endless discussion of whether online advertising
>works or not. The debate is entirely too academic.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
It may be to a degree, but if your talking about small
businesses advertising on line then it's sure better be
academic they're top concern is money and ROI.
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>It's all a matter of price. It's not a question of whether one media is
>better than another. It's whether one can acheive an equal level of
>effectiveness online and offline, given an equal expenditure.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Price is the crucial underlying factor of course, however,
if one medium is getting 1% or less CTR, etc (back to being
academic - which I agree with you on) then one must look at
that medium.
Let me quicly clarifiy one issue. I do think online
advertising works, just not these traditional Yahoo, type
things - ezines, email, nich WEB site SPONSORSHIPS, etc is
the way to go!
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>I will grant you that given current CPMs for banner ads, it may be
>difficult for companies to acheive similar results online as they do with
>traditional media. But this doesn't mean that online ads don't work. It
>only indicates that they may currently be overpriced.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Over priced - the quote may be $70, $45, $25 CPM but even on
this list and other sources content providers confess that
the average is so much less - it's dirt cheap to advertise.
IT DOESN"T WORK MY FRIEND>
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>But we shouldn't let even this generalization go unchallenged. There are
>many different ad rates available online and the sites have content and
>audiences that vary widely. There are still companies that pull in 10
>percent click-through rates on their banner ads, and there are companies
>that have purchased ad runs so inexpensively that they can make a profit on
>a slim 1 percent click-though.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Instead of a small budget person, thinking they can do what
IBM does with millions they could do far more effective by
guerilla online advertising techniques!
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>Fact of the matter is that there are just too many variables to generalize.
>The only advice that can be given an advertiser is to try it and see if it
>works. Test a wide variety of offers, using a good selection of ad
>designs, on a large number of web sites. See what works and do more of it.
> If nothing works, go back to other media.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Try it and see if it works. Come on, there are tons of case
studies out there already! IAB, Clickz, O-A.com, etc, etc -
the thing doesn't work. Guess what there's not even that
many people on line. This falacy of "surfing the Internet"
is crazy - how can you "surf the net" on a modem so slow the
bits are grey. (people, for the most part want information.
If the information they are getting is "paid for" -
advertising - the adv. campaign will work - but not with
dumb banners.
BOB LAWSON <RB_at_SOVER.NET> WROTE:
>It's real basic stuff that I learned years ago doing direct mail. You have
>to test, test, test and then test some more.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
My hat is off to you and your years of experience which I
must take into account. And of course one must test and
test, however, CURRENTLY - the banner system of advertising
is so dead it's not funny.
return not from link exchange or something but from
surgically targetting an audience with my "product" (brand
you type stuff" not in a banner but in editorial content.
I look forward to your reply. :)
=======================================
Ramon Ray - rayramon_at_nyfccs.com
Small business technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
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