Google
 

NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?

Re: ONLINE-ADS>> Mass Medium? Targeting?

e/y/e/s/c/r/e/a/m/ - Adam Boettiger (ab_at_eyescream.com)
Wed, 24 Jun 1998 13:19:00 -0700

Keith Pieper wrote:

> So why does the industry still stress clicks?

The industry still stresses clicks because the majority of online
advertisers do not have the money or technical means to measure the
effectiveness of a branding campaign online, and "driving targeted
traffic to our site" is a commonly stated objective. I agree with you
100%. I'm just telling you why the majority of people are fixated on
clickthrough - it's measurable and there are few cost barriers
associated with measuring it. As you know working for Matchlogic,
Keith, there are specific systems that must be in place to measure Cost
Per Action, Cost Per Sale, etc. and track. While including the cost of
these systems is / should be absolutely mandatory in every campaign,
many advertisers see that if they have to add $2-$3 to the cpm they are
now paying plus a $7,500 setup fee and another monthly fee on top of
that, that it does affect the Cost Per Action for them, so they focus
instead on clickthrough.

You and I both know that there is inherent value in online advertising
beyond clickthrough, but because this is a new medium people are
focusing on what they know and feel comfortable with, which makes sense.

AB
List Moderator, The Internet Advertising Discussion List
http://www.internetadvertising.org/

----------e/y/e/s/c/r/e/a/m interactive, inc.----------
adam boettiger - e: mailto:ab_at_eyescream.com
vice president, advertising & marketing
t: (503) 292-6987 Ext. 16 / f: (503) 296-0945
traffic building, strategic partnering, new media planning,
killer creative and design that will make you s/c/r/e/a/m

========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
24/7 Media

"We chose 24/7 Media because of their proven
success selling online advertising."
-- Howard Lefkowitz, VP Business Development, EarthLink Network

24/7 Media -- Always Serving You
http://www.247media.com/join.html

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Houston Web Design

Add your company...

Local SEO with Video
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.