NONE: ONLINE-ADS>> ClickZ | Microscope announcement
ONLINE-ADS>> ClickZ | Microscope announcement
Andy Bourland (andy_at_clickz.com)
Sat, 10 Jan 1998 10:19:22 -0500
Some of you may be aware that ClickZ recently acquired the popular banner
review site known as Microscope, which is currently found at
http://www.pscentral.com.
After next week's Top Ten Banner Ads of 1997 issue, we plan to shift
editorial focus, which is the reason for this posting...
Microscope has been doing weekly banner reviews. Right now, I think the
banner review space is well-handled by our friends over at ChannelSeven.com
and a few others. I saw Jane Weaver at MSNBC is now doing banner reviews. I
don't think there is much I can contribute that isn't already being done.
And frankly, it's not my area of expertise.
Banners don't exist in a vacuum, either. It's one thing to judge a banner
from a creative standpoint, and that's useful to a certain extent. But I am
more interested in the execution of a banner campaign. How can a media
buyer take a set of creative and execute a campaign based on a particular
set of objectives, whether that means branding, traffic building, sales,
etc. How do they select sites, targeting and filtering criteria, etc? What
is the decision- making process?
That's the area which the new Microscope will focus on: the art of the buy,
excellence in execution. We'll have a guest media planner every week who
will execute upon an actual ad campaign. We'll tap their brains and find
out how they make the decisions they do and see what kind of results come
of it. Visitors to the site can then discuss their thoughts about how that
campaign could or should have been conducted.
So, if you are an Interactive Media Planner or Buyer, and would be
interested in being our Guest Media Planner of the Week at some point in
the near future, we would be very interested in hearing from you.
You will be interviewed extensively by our editor as you plan and execute a
media buy. The primary questions will be why you made the decisions you did
and how you go about the process of selecting sites, targeting and
filtering criteria, demographics, etc. We won't be asking anything that
would be considered proprietary or confidential to your company. We just
want to tap your brains.
If you are interested in being a guest media buyer, please email me at
andy_at_clickz.com. I'll be happy to answer any questions you may have.
For the rest of you, stay tuned for a late January launch of the new
Microscope, which will be found at http://www.microscope.com.
Andrew Bourland, Publisher
ClickZ: The Daily Stop for Internet Marketers
<http://www.clickz.com/>http://www.clickz.com
***************************************************
Get ClickZ Delivered Daily in Full HTML
<mailto:CLICKZ-L-SUBSCRIBE-REQUEST_at_PEACH.EASE.LSOFT.COM>mailto:CLICKZ-L-SUB
SCRIBE-REQUEST_at_PEACH.EASE.LSOFT.COM
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
Stay tuned for our email coverage of Ad Tech: West
sponsored by Match.com
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
