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NONE: Re: ONLINE-ADS>> Haggling tactics, Banner testing, Feedback, etc.
Re: ONLINE-ADS>> Haggling tactics, Banner testing, Feedback, etc.
Scott Southwick (scotty_at_liszt.com)
Thu, 15 Jan 1998 20:40:51 -0500
Jim Meskauskas wrote:
>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?
>
>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.
I don't believe this is true, at least not with any heavy-traffic site
like windows95.com. At Liszt (http://www.liszt.com/) we've never had
an advertising run perform significantly different than it did in the
first two days.
Actually, with any substantial run, the stats remain perfectly
predictable from day-to-day.
Not to mention that a test would give a buyer a feel for the company,
their service, the logging software, etc.
>Also, a 'test' is only good for an advertiser with direct
>response objectives.
Having said all that, I agree with this point. If you're an
experienced advertiser dealing with a respectable site, a known
quantity (like windows95.com), a free test won't increase your
knowledge of how well your ad will perform...
>There are other sites that have offered two-week free
>advertising opportunities of which I have taken advantage.
...ouch! We used to invite longgg test runs like this at Liszt, but
found we were just inviting some borderline-unethical freeloading. We
had sites inform us *after* the test run that they were *never*
willing to pay anything close to the rates we were asking (which were
kinda pathetically low to begin with).
In any case, since we've been lucky enough to have some sold-out
months recently, and to be hovering around sold-out the rest of the
time, it's no longer wise or even possible to offer substantial free
test runs -- we prefer instead to give any unsold space to our paying
advertisers for free. From our experience it appears that media buyers
are quite OK with that setup.
yrs,
Scotty
Scott Southwick -- scotty_at_liszt.com
Author/owner, Liszt (http://www.liszt.com/)
Advertising at Liszt: http://www.liszt.com/ads.html
Direct E-Mail Marketing at Liszt: http://www.liszt.com/directmail.html
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