NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 1 Jul 1998 09:24:48 -0700
Kim Andersen [mailto:kim_at_whitehouse.dk] Tuesday, June 30,
1998 8:39 AM writes:
>> 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.
Well, of course. In fact, this entire thread (and my
raison d'EAtre) is for cohesive strategic communications
efforts on behalf of a client's messaging and branding to
be integrated into the "big picture" effort. I'm not sure
how they do it in Germany, but here, the impression serves
as the atom of the advertising universe. All medium can
be broken down to impressions, and on that basis,
different medium can be looked at side by side. Does this
mean that they are then capable of being subjected to an
equivocal means of comparison? No. That's what media
planners do. What is a TV impression worth vs. a
billboard impression? Does a radio message make the same
mark as a magazine page exposure? What is the noticing
value of a Nike TV spot using "Bittersweet Symphony" as
it's soundtrack vs. an Amazon banner that says "Click
Here?" These are the value judgements that are made,
albeit sometimes with dubious data to support them, by
advertising and marketing folks all the time. The Web
should NOT be treated differently and compartmentalized as
some sort of nefarious Other. That is counter to Kim
Andersen's point makes by saying that one has to "build
objectives and tracking parameters around an integrated
effort where web applications is only part of a larger
communications platform." Because it is a new form of
communication, there has been no evidence to date that
shows it changes the way people ARE, and that is what
advertising seeks to affect. As advertiser I seek to, in
some way, persuade you into believing that somehow my
product or service will affect your relationship with the
world around you. People respond to this, whether it's
print, TV, radio, newspaper, outdoor... freakin' BLIMPS!
But each medium has a specific strength, but a certain
limit to accomplishing the "emotional affectation" goal.
> 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 awareness3Dbranding". 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.
I'm sorry, but web advertising is not creating brand
building. Period. It is creating consumer/product
dialogue, but, and I've said it before, unless you are a
netcentric entity, you are not going to accomplish
significant brand building on the Web. The web's strength
is not branding. That crown gets to be worn by TV. Just
like outdoor gets to wear the crown of the lowest-cost
impressions. Just like the Web gets to wear the crown of
best DR tool.
>> 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.
You said it, Utopia. That goes for the site that responds
to your personal attitudes and needs. We're about 100
years away from that kind of technology (if at all). I
would recommend Vanderbilt University's Project 2000 site
(http://www2000.ogsm.vanderbilt.edu) for some excellent
papers on measuring and modeling the flow experience on
the Web. It addresses the experience that Kim Andersen is
rather obliquely describing.
Let's face it. The Web is a DR tool, first and foremost.
Will rich media change the equation? Perhaps some. But
because of the very elements that make the Web such a
unique communicative activity, it never be a premiere
branding tool. That's simply not it's strength. The kind
of gimmicks some marketers are using, or considering
using, to promote branding on the web are the kinds of
things that will turn users away from it. Trust me, if
I'm on the Web doing research for my trip to Turkey, if I
have to keep sitting through half-a-dozen interstitials,
10 daughter-window borne banners, and a :30 director file
spot, I'm just going to call my travel agent instead and
turn off the damn computer.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062
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