NONE: Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Te
Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Te
Steven Heath (Steven_Heath_at_grey.net)
Tue, 27 Jan 1998 18:51:48 -0700
Kristine Loosley <kris_at_concentric.net> did say:
> ... you've got a default-start-page customer --
> the most valuable in the business because he/she hits you EVERY time and
> hits ads more often than on a site he/she is visiting for research,
> entertainment, etc. (The rationale there is that if a customer starts on
> my page, it's likely that they've just logged on. If I hit them THEN with
> a compelling ad, the clickthroughs are enormous versus clickthroughs on
> any subsequent page. Get 'em before they're off doing what they logged on
> to do...).
I have heard this many times from reps, in fact often it goes like this:
"Hey Steve (note: I hate ppl that do not know me calling me Steve :-) I
can give the home page banner. Its avail for your buy. Its normal list is
[some figure normally 10-50% more than other pages] but for you I will
give it to you at [the rate I got for the rest of the pages]. This is a
gold mine spot, as soon as people see us they will see you!"
Well, on the surface this has merit, and in fact some times I have got
good resposne from default home page buys. However, most of the times they
are dogs... in fact not even pretty dogs, these are the mutts no one else
wants. This is because in my opinion if I say log onto my local ISP and I
have not changed the default site loaded on my broswer what do I care
about the start website? The vast majority are leaving that page before it
has even fully loaded, either to 1, part of the site they want to
see, ie weather forecasts or 2, so other website...
And were is my ad, well, either seen for a millisecond and passed by or
worse yet counted as an impression as the server started to display it
yet it was not even loaded in the client browser...
Note, this only applies to default browser home pages, destintion home
page buys can be great...
Comments?
Steven Heath
General Manager - Western Division
GreyInteractive Canada
Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net
Canada's only complete Interactive Marketing Agency
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