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NONE: Re: ONLINE-ADS>> Haggling tactics, Banner testing, Feedback, etc.
Re: ONLINE-ADS>> Haggling tactics, Banner testing, Feedback, etc.
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 14 Jan 1998 09:49:34 -0800
Monday, January 12, 1998 1:22 PM, Chris Hansen wrote:
> I'm looking for feedback on our program. Is it a sound advertising
> model?
> Does an opportunity like this sound attractive to Media
> Buyers/Planners,
> Marketing Directors or not? Are there any other high traffic sites
> like
> ours which offer anything similar? Outside of budget restraints,
> improper
> target demo, etc., why would someone refuse the free advertising?
>
> Please advise.
I was approached with this offer at one point. As a
planner/buyer I didn't recommend this kind of test to any of my clients
because it is too short. In 48 hours, not enough impressions could be
delivered from which one can perform statistically reliable projections
of performance. The cost of getting and trafficking a banner to
Windows95.com would cost me more in time-of-staff than the media value
of the test. Also, a 'test' is only good for an advertiser with direct
response objectives. And would such a test only allow me to run one
piece of creative, or could I do an A/B split?
There are other sites that have offered two-week free
advertising opportunities of which I have taken advantage.
These are the kinds of things I have in mind when an opportunity
like this comes my way.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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