NONE: Re: ONLINE-ADS>> Does online advertising work?
Re: ONLINE-ADS>> Does online advertising work?
Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 10 Dec 1998 09:57:44 -0600 (CST)
I have watched this latest thread on this subject with
obvious interest since we operate one of the largest banner
advertising networks. We are currently tracking 250 million
banner impressions a month and that grows 18% every month so
I guess I am entitled to believe I have an informed opinion.
Clearly as shown by the varying experiences mentioned in
this thread banner advertising works for some but not for
others. BOB LAWSON <RB_at_SOVER.NET> had it right when he said
that there are too many variables to generalise. We have had
campaigns running for a year, advertisers spending close to
$100,000 a month and coming back for more. Others have run a
campaign for $1/5,000 and wondering why it hasn't propelled
their business into the stratosphere. And that is all
happening in one network at similar pricing.
We always advise new advertisers that they are not running a
campaign, they are embarking on a journey. As Bob stated,
you have to keep testing, testing, testing. We have a lot of
experience and we guide our customers if they are willing to
listen. We quite often advise potential advertisers not to
waste their money because we know their campaign will not
work. We aren't in it for one campaign. We want to build
long term relationships. So if we know it will not work we
tell them so. Other than that, it becomes a learning
experience where we work together with our client or their
agency to refine from the feedback we build into the
campaign and with patience we get most of the campaigns to
work and to generate a profit. But we certainly do not
always win.
There is one fundamental problem that all advertisers have
if they are seeking a specific action to pay the promotional
bills. There are two essential components to making a
campaign work: the likely uptake (how good and unique is the
product/service, the pricing, the promotion) and the amount
of profit available to fund the promotion. It remains the
case that many one-off sales cannot possibly happen
frequently enough (in relation to the traffic) nor can the
profit on one such sale be sufficient (given the frequency)
to fund the generation of that traffic. Very often what is
needed is a continuing revenue stream from each client
gained that makes the acquisition of a new client an
*investment* rather than an isolated event. That seems to be
a hard message to get across to many people who appear to
have a view of business on the web that can only be
described as the triumph of hope over realistic expectation.
15,000 member host sites provide the quality results-oriented
advertising solution. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
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mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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