NONE: Re: ONLINE-ADS>> Sponsorship VS Banner Advertising
Re: ONLINE-ADS>> Sponsorship VS Banner Advertising
Mal Pacheco (mal_pacheco_at_play4prizes.com)
Mon, 5 Jan 1998 09:00:19 -0900
Fred Hoch <FHoch_at_spa.org> wrote:
>I was wondering if anyone(including tengra) could point me in the
>direction of information on comparison of costs, effectiveness, etc of
>sponsored advertising of Web sites as opposed to impressions??. <<
It's difficult to speak on this topic without making it sound like
shameless advertising, so I'll offer this example up as a case study in
sponsorship.
There are sites out there that rely on sponsorship and they make it work.
Play4Prizes.com, a sponsored site, does not sell impressions. The site is
sponsored by various companies that want to increase traffic to, and
awareness of, their respective sites (like most of us).
One of the sponsors heard that Play4Prizes has been profitable since the
third month of going on line. The sponsor was half joking and half serious
when she asked if this was the only internet company that was profitable.
Companies that have sponsors are, or at least can be, profitable because
they are cost effective and they delivery for their sponsors.
Costs. For comparative purposes, Play4Prizes' sponsorship fee would equate
to roughly $10 CPM. Not only is the fee low compared to search engines and
the ilk, but because there's a *sponsorial* relationship, much more
information about the sponsor gets passed on to people visiting the
sponsored site. Sponsored sites do much more customization tailored to
showcase the sponsor which increases value to the sponsor. More and more
sponsored sites are cropping up, particularly for those sponsors who have a
clearly defined, narrow targeted audience.
Lastly, sponsored sites are held accountable for delivering click throughs
or the intended target audience (or both) rather than impressions because
impressions are not in the equation (this limits the brand imaging that
banners build which was a recent topic, but positively addresses the
graphics off issue we've been reading about). Sponsors know exactly what
they receive in exchange for sponsoring a site.
Hope this helps.
Regards,
- Mal
***************************************************************
* Mal Pacheco
* VP-Sales Mal_Pacheco_at_play4prizes.com *
* Play4Prizes http://www.play4prizes.com/m *
* P.O. Box 10770 phone 510/654-4995 *
* Oakland, CA 94610 fax 510/839-3048 *
***************************************************************
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