NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Kim Andersen (kim_at_whitehouse.dk)
Tue, 30 Jun 1998 16:38:40 +0100
Marlena Schwarz wrote:
>Well, then your clients must only ask you for Web-based
>advertising because in the real world Web advertising gets
>compared to "old media" constantly whether you like it or
>not -- my clients have campaigns that use a variety of
>media and the different media are evaluated side by side.
Of course my clients also want me to consult them on the web vs. old media.
My point is that the web as a marketing channel has to be evaluated on
different principles since it points toward a whole new way of
communication. The proxies now used for measuring advertising effect on the
web are underdeveloped and therefore it wouldn't be right to make direct
comparisons with the statistically established measures of traditional
media. Rather you have to build your objectives and tracking parameters
around an integrated effort where web applications is only part of a larger
communications platform. This is one of the reasons why my agency is
full-service on both old and new media.
Marlena also wrote:
>OK, show me Web advertising that moves me like TV can, on
>a 28.8 dial-up connection, and oh by the way let's use the
>medium for more than just impressions since I have a
>transaction site I want everyone to visit. And, I never
>ever said "big awareness=branding". I said big awareness
>is not *best* done on the Web as of this point in history.
Actually, I don't think we really disagree on the basic conditions - we do,
however, have a different approach to the use of concepts. You seem to
think of web advertising as isolated to various kinds of CTR devices and I
think of it as creating brand building campaign sites promoted both on- and
offline.
It's true that generating emotional response through use of banner ads is
utopia. But I can be just as emotionally involved and stimulated when
interacting with SITE features that reflect and respond to my personal
attitudes and needs - and I'm being exposed to messages and acting on my
own initiative which isn't the case with tv-commercials.
Sincerely,
Kim Andersen
Project Manager
WhiteHouse Advertising & Interactive
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