NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 25 Jun 1998 17:26:49 +0100
Jim Meskauskas <Jim_at_HAWKMEDIA.com> writes in response
to Marlena Schwarz
>You're right. In the here and now, the Web probably isn't the best
>place to initiate a effort to raise awareness. Unless, of course, you
>are a netcentric entity initially interested only in those who spend a
>decent amount of time online.
<snip>
I have been following this thread with some interest. Of course I agree
that advertising something that is netcentric on the web will have the
most positive results. But do not let that obscure the fact that if you know
what you are doing you can heighten awareness for any product on the web.
As many here probably know Safe-Audit has its focus on banner
advertising by results. I think that there is some tunnel vision in that so
many advertisers and agencies immediately assume that payment by
click or other result and the interaction that can follow from a website
is always about direct response sales. That shows an astonishing lack
of imagination.
Clearly as many here have agreed, direct response on the web works
because of the characteristics of immediacy and interaction. I do not
think there is any argument about that and therefore people will pay for
what produces a quantifiable pay-back.
What I find astonishing is that so few agencies and advertisers seem to
realise that the power of interaction can also be harnessed as a means to
create and simultaneously measure branding on the Internet.
One of our clients is Yoyodyne http://www.yoyo.com/. In my view they are
a rare example of a company that does understand how to brand on the
Web. They do not pay CPM but pay per action. That action is an opt-in
registration at their website which begins the process of branding. But
they then use that opt-in for an ongoing campaign to educate a captive
audience in the product they are branding. They achieve branding in
spades and they are measuring it all the time. They use a banner in
the way I always advocate, as a headline. All it has to do is qualify the
user and provide an incentive to visit the site. The branding gets done
at the web site and following on from the interaction at the web site.
What the Yoyodyne strategy does is not exactly new but it is particularly
effective in the web environment, offer prizes to buy their audience
participation.
Buy into 211 million pageviews p.m. on 5,171 host sites to gain
the results you want. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
Why host banners for Safe? http://safe-audit.com/hostpromo.html
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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