NONE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 2/17/98 - TOP TEN MEDIA BUYING
ONLINE-ADS>> WEB-AD'98 COVERAGE: 2/17/98 - TOP TEN MEDIA BUYING
richard_at_tenagra.com
Tue, 17 Feb 1998 06:49:18 -0600 (CST)
TIPS, #6
Sender: owner-online-ads_at_o-a.com
Precedence: bulk
Web Advertising '98 Email Coverage
TOP TEN MEDIA BUYING TIPS, #6
February 17, 1998
This is the sixth in a series of 10 reports from Richard Hoy, who
is covering the Web Advertising '98 conference in New York.
You will receive these reports in addition to your normal Online Ads
posts/digests.
This coverage is archived at:
http://www.o-a.com/webad98/webad98-archive.html
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This conference coverage is generously underwritten by:
Match.com
Matchmaker, matchmaker, make me a match. Advertise on Match.Com and
we'll play matchmaker with your product and a half-million affluent
singles. Our subscribers are people that are open to new adventures
(like your site, for instance). They are people who are comfortable
with an online commerce environment. In fact 50,000 of them log on to
meet each other every day. That means better targetability for you. We
target your banner based on demographic data supplied to us by each of
our subscribers. That's how we deliver your ad to the individuals you
want to reach. That's how we can offer you exceptional reporting as
well. This Valentine's Day, Match.Com will be a leading online
destination for thousands of singles. We can make that true for your
site, too.
Try Match.Com now and we'll give you three months for the price of
two. To find out more, visit us at:
http://www.match.com/advertising/
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When preparing a session given by myself and Cliff Kurtzman on the
subject of media buying, we asked media buyers from around the 'net
for their best tips. Here are the top ten we presented at Web
Advertising '98.
NUMBER 10
Avoid having your banner included on Web pages that lead a
user through a process. If user is in middle of filling out
forms to finish a task, they are not likely to click on ad
banner.
-- Marshall Hays, President
Hays Internet Marketing
http://www.hays.net/
NUMBER 9
Don't buy your competitors trademarked product names as
keywords. Though it sounds clever (and it is), someone will
eventually get sued over this and you don't want to be the
test case.
See:
Trademark Trickery
Internet Week
http://www.techweb.com/se/directlink.cgi?INW19970929S0001
--Richard Hoy, Vice President, Marketing and Client Promotions
The Tenagra Corporation
http://www.tenagra.com/
NUMBER 8
If a media property claims to be sold out of the inventory
you need to secure for a client, try having the site create
a button placement for you. Creation of a new ad position is
often a possibility and can help you get around inventory
problems. Rather than negotiating the buy on a CPM or CPC
basis, assume a worst-case scenario click rate and then
offer to pay a flat rate for the button. This strategy
works awfully well with large sites and high-traffic pages.
-- Tom Hespos, Media Manager, K2 Design, http://www.k2design.com/
Webmaster, OLAF - the On Line Ad Forum, http://www.olaf.net/
NUMBER 7
We installed a back-end tracking system on our client,
Pandesic's site. With this software, I was able to track
every single visitor coming to the site from every single
piece of creative on each site on which we advertised. After
setting a benchmark, any sites that fell below that
benchmark I was able to negotiate more favorable rates.
--Laura Mitrovich, Interactive Media Supervisor
Thunder House Online Marketing Communications
http://www.thunderhouse.com/
NUMBER 6
When negotiating renewal contracts, the best thing to do is
take your average cost per action and determine what kind of
CPM you'll need from the site to achieve it. For example:
I execute a buy for 100K impressions at a $30 CPM. My run
yields 5363 clicks, about 5% click-through, generating a
cost per click of $.56. But my average CPC for the campaign
is $.50. To yield a $.50 CPC were I to run the exact same
campaign at the exact same levels with the exact same
click-through, I'd need about a $27 CPM. Go to the site and
tell them you'd like to renew, but you need the $27 CPM.
This is by far one of the most successful tactics I've used.
--Jim Meskauskas, Media Planner
Hawk Media
http://www.hawkmedia.com/
NUMBER 5
Don't place buys on default pages. People often do not
change the default page on their browser. They launch a Web
browser and then, as page starts loading, they jump
elsewhere. Depending on the way sites measure an ad served,
you may actually be 'charged' for ads that a user nevers
sees. Sites often ask for a premium on default home
pages, a spot where I loathe to buy even at a discount.
(Examples of default pages are Netscape or an ISP's
homepage.)
--Steven Heath, General Manager - Western Division
GreyInteractive Canada
http://www.grey.net
NUMBER 4
Surf. Sometimes the most effective sites are the ones that
don't have ads right now. Hunt them down and tell them you'd
like to give them money for running ads on their site. They
love it.
--Jeremy Lockhorn, Account Manager
i-Frontier
http://www.i-frontier.com/
NUMBER 3
CPM be damned - if you negotiate a guaranteed clickthrough
relative to the CPM, you get what you want and the publisher
is often unaware of bottom line results. example : $10 CPM
with 2% clickthrough guarantee is the same as $20 CPM with
4% guaranteed clickthrough when your objective is visitors
(.50 cents per visitor)
--Mark Grimes, President
Eyescream Interactive
http://www.eyescream.com/
NUMBER 2
When making a network buy, be extremely careful about the
sites your ad may be showing up on. Many of the warez, adult
and low quality sites are participating in the small to
mid-sized networks. Your ad's presence may convey your tacit
support of their content. Put some language into the
insertion order that penalizes the network should your ad
show up on the wrong side of the net.
--Andy Bourland, Publisher
ClickZ
http://www.clickz.com/
NUMBER 1
You'll never know unless you ask. The best deals I have
gotten for our clients have been packages for which I was
almost embarrassed to ask. All they can do is say no.
--Brian Monahan, Media Supervisor
Left Field
http://www.leftfield.net/
This ends the sixth report from Web Advertising 98. Stay tuned for
more detailed session synopses.
======================================================================
======================================================================
This conference coverage is generously underwritten by:
Match.com
Matchmaker, matchmaker, make me a match. Advertise on Match.Com and
we'll play matchmaker with your product and a half-million affluent
singles. Our subscribers are people that are open to new adventures
(like your site, for instance). They are people who are comfortable
with an online commerce environment. In fact 50,000 of them log on to
meet each other every day. That means better targetability for you. We
target your banner based on demographic data supplied to us by each of
our subscribers. That's how we deliver your ad to the individuals you
want to reach. That's how we can offer you exceptional reporting as
well. This Valentine's Day, Match.Com will be a leading online
destination for thousands of singles. We can make that true for your
site, too.
Try Match.Com now and we'll give you three months for the price of
two. To find out more, visit us at:
http://www.match.com/advertising/
======================================================================
======================================================================
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