Re: ONLINE-ADS>> 2% vs 98%. Really?

Bruce Levitt (levitt_at_plcatlanta.com)
23 Feb 98 09:54:40 +0000

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Regarding the posting by Keith Piper about 2% vs 98%. Really?.

As part of the advertising world, we should be analyzed with the same
standards as other media. It is obvious that many banners are ignored and
not noticed, but then many TV spots, radio ads, print ads, etc are ignored
or not noticed. That's life. The mass of impressions is the opportunity
to be taken or wasted.

If the banner is good enough, the offer is compelling enough and the
targeting is good enough, clickthrough can be tremendous.

Why do I read so many posts with people wanting to give away the store?
This latest Proxy Caching string is a good example. The sentiment seems
to be that we shouldn't charge for what used to be (and in many cases
still are) hidden page views.

I have always been frustrated that our traffic stats were being
undercounted because of proxy caching. That is our bread and butter being taken
away. Suddenly we can now count those page views. They aren't made up, so
why in the world shouldn't they be paid for just like all the others. If
your CPM was reasonable to begin with, don't lower it. Let the
advertiser's budget buy what it can afford at the original CPM.

Geez, no wonder people are having trouble making money!

Bruce Levitt
PLC Interactive, Atlanta
levitt_at_plcatlanta.com
Owners of CLAUS.COMô at www.claus.com
14 million page views (that we know of) in 5 weeks.

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