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NONE: RE: ONLINE-ADS>> Angela Kapp, Estee Lauder session
RE: ONLINE-ADS>> Angela Kapp, Estee Lauder session
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 28 Jan 1998 09:07:14 -0800
Steven Heath wrote:
> 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?
>
I completely agree with Steven on this one. I've bought a
zillion-and-one different kinds of ad placement and sponsorship
positioning, and default browser home pages are some of the poorest
performers. With most ad buys, arguments can be made for both DR value
or awareness value, but getting a read on default browser pages is
ephemeral at best. How many people really check out their browser's
default page? In spite of the often times very low CPMs weight can be
purchased at, the value of impressions is dubious. As Steven pointed
out, many people who have the browser default page are going to leave
immediately or before it loads, leaving the visitor 'unmessaged.' Also,
the site counts an impression as delivered whether or not the banner is
fully served, meaning that the advertiser is paying for more impressions
than are really being registered with a visitor.
I'm not saying there isn't some value in a default isp/browser
page. If your media strategy is to roadblock everyone as they come onto
the Web (after all, getting the folks before they are likely to have
decided where to go can be awfully valuable), maybe these are the kinds
of placements to go after.
Just a thought.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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