NONE: ONLINE-ADS>> Sponsorship versus Advertising
ONLINE-ADS>> Sponsorship versus Advertising
Tom Lehman (tlehman_at_ansible.com)
Thu, 30 Jul 1998 17:06:37 -0500 (CDT)
I would like to pick up on a topic that was discussed briefly a couple of
months ago, the contrast between online advertising and sponsorship. Some
earlier comments suggested that banner advertising was targeted more
towards behavior (click throughs, make a purchase, fill out a query form)
while sponsorship might be thought of as more qualitative focusing on
affecting the attitudes and perceptions of users.
Now I realize that a sponsorship logo on a sporting event front page might
be viewed by the company as a way to generate leads, but the kinds of
sponsorship I am more familiar with do tend to focus on attitude,
visibility and perceptions. For example, I work with a number of trade and
professional associations, some of which carry both banner advertising and
opportunities for companies to sponsorship content sections or special
services areas. Typically these are more along the lines of
acknowledgement of support by the company presented in what I would call a
"low impact" manner. This might include a small logo on the front page of
a section with a small acknowledgement at the bottom of each content page
within the section.
The challenge for both those providing these opportunities and the sponsors
who purchase those opportunities is to find adequate measurements on which
to base valuation. Lots of qualitative factors come into play including
the perceived relationship with the association and in some cases with the
content. The temptation of course is to simply shoot from the hip, with
mixed results.
I do know that major sponsored events like the Olympics do go through a
process to come to a value of being a sponsor of the event. I'm wondering
to what degree these kinds of approaches have been used in the Internet
environment and with what success.
I believe that the linkages offered by sponsorship versus simple banner
advertising are going to become even more important to Internet promotion.
But I wonder how we will come up with commonly accepted ways to place a
value on that exposure.
I'm interested in hearing what others are thinking about this.
Cheers.
Tom
_____________________________________________________
Lehman Associates Saint Paul, MN
Consultants in Interactive Services and Internet Strategy
612-221-0081 TLehman_at_ansible.com
612-221-0315 fax 888-221-0081
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