NONE: ONLINE-ADS>> End of the level playing field?
ONLINE-ADS>> End of the level playing field?
Mark J. C. Brownlow (mark.brownlow_at_netway.at)
Mon, 01 Jun 1998 20:05:13 +0200
I don't sell advertising on my recently launched site, but
I'm planning to (or at least I was planning to until I
started subscribing to this excellent list). I've read a
number of posts which have talked about banner technology,
targeting, increasing banner interactivity, cookies,
auditing etc. All great stuff, but this has lead me to the
(hopefully premature) conclusion that only those with big
sites, access to technology know-how, decent capital
resources and/or dedicated ad sales teams can hope to get a
slice of the Internet advertising pie. Specifically, I have
the following questions:
1. Is there still potential for small, let's say <500,000
page views per year, quality sites to make some 'pocket
money' selling banner advertising on a simple 'your banner
will appear X times on these pages, and it'll cost you Y
dollars' basis? Can such sites gain access to and make use
of 'advertising' technology despite having few resources or
technical/ professional advertising skills.
2. There are companies that can solve this problem by
selling ads and supplying them to the small site's pages.
Some of these companies already impose minimum size limits
on sites they accept. But even those who don't - are they
able to give the small sites any kind of reasonable service?
Are these companies going to take the time and trouble to
make use of the particular characteristics of the small
site? Each page on my site (a links directory for life and
medical scientists) has its own fairly well-defined and -
for the site - unique set of visitors. Can or do companies
like ValueClick take account of this when sending adverts my
way, or do I get lumped in with 'others' because I'm
relatively small?
3. If the answers to 1 and 2 are negative, what can a small
site do? A lot of small sites survive because of the 'love
and enthusiasm' of their owners. But if they can't cover
some of their hosting and on-line costs with some ads, how
long will they keep going? Does the Internet then become
'survival of the biggest'?
4. A personal issue this - here in Europe we're way behind
the US in terms of Internet development. My site has a
mirror in German - are there any companies specialising in
delivering ads to German-language sites?
Grateful for any comments, suggestions, help, criticism?
Mark Brownlow
science.komm
WWW Directory of Life Science and Medical Journals & Publishers
http://www.sciencekomm.at/
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