NONE: Re: ONLINE-ADS>> Slates study from summer
Re: ONLINE-ADS>> Slates study from summer
Thomas J. Borgerding (tborgerding_at_futurepages.com)
Wed, 14 Jan 1998 11:40:21 -0600
Alan,
In response to your response to my post following my post...
I wrote:
>> I was doing some research for a client of ours and wanted to do
>> some comparison CPMs with other forms of advertising - such as
>> radio, tv, and print. I wanted to find information from the
>> Slates study from summer and other studies. I have checked in
>> the archives of both online ads and i-advertising and didn't
>> see anything.
Alan wrote:
> As a media researcher, I was often asked to provide comparisons
> of CPMs across media. I almost always refused. A CPM is a number
> that allows you to compare _like_ things of different sizes like
> impressions from two magazines. I don't think impressions from
> banners are anything like impressions from TV, Radio or Print,
> nor are they measured in the same ways. I think you foster
> greater misunderstanding by making the comparison.
I agree to some extent with you. The Internet is a new animal for many people to
understand and needs to be explained in different context. But I feel if we know
what the frequency, impressions and CTR and/or sales, then we can figure out a
comparible CPM to other media. I do not know the equation is at this point, but
if someone out there does, please share with the rest of us. I would love to
know what it is.
When I write up a proposal to an advertiser I am working with, I make sure an
explaination of the capabilities of a banner ad or sponsorship is versus a TV or
radio commercials or print ads. I see just one of the most beneficial
capablilities as the ability to learn more about the products/services/etc. by
just clicking on the ad. What better way to have an interested party learn more
than at the time they are thinking of or see you. What other media can offer
that as painless at the Internet?
Back on topic. How do you suggest building a comparison to people who do not
have previous knowledge of the Internet and little understanding of how it work
_and_ have them understand? My research is directly for that purpose. I would
love to hear others ideas, success and horor stories as well. You can respond to
me directly ( mailto:tborgerding_at_futurepages.com ) or to the group. I am also
looking for frequency comparisons as well if someone has those numbers too.
Alan, thank you for responding to my post. I was very disappointed by the lack
of interest in this thread so far, but let's open it up a little more to bring
more into it.
I look forward to the responses.
Tom..
--
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Thomas J. Borgerding
Future Pages, LLC
http://www.futurepages.com/mediakit.htm mailto:tborgerding_at_futurepages.com
612.631.2255
- Collegiate Internet Advertising Brokers -
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