NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Thu, 25 Jun 1998 13:08:53 -0700
Leo Sheiner <leo_at_netcomuk.co.uk> wrote:
> 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.
>
[snip]
>
> 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.
>
I don't think anyone is saying that it is NOT possible to affect
awareness on the web. What they're saying is that if awareness is the
OBJECTIVE of your campaign, it can be done much more efficiently in
general market media than on the Web. The reason for this is that on
the Web, given it's rate of growth and the uniqueness of its generating
an ad exposure, there is not currently a definitive universe upon which
branding efforts rely (can anyone say, Reach/Frequency?). Branding
traditionally relies on the potential for reaching 100% of your
universe. This isn't currently possible online (in any stable,
quantifiable way). Certainly, if I'm trying to reach underwater basket
weavers online, I can saturate the inventory of
"www.underwaterbasketweaver.com" and say I've raised awareness among
that target, but this isn't what is really being addressed. I think
that the term "awareness" may be getting a little abused. Sure,
awareness among those visiting www.underwaterbasketweaveing.com has been
raised, but what about among all underwater basket weavers? This is
what is truly being sought by an advertiser after awareness.
The Yoyodyne example is a bit disingenuous because the real objective is
still DR and responses are being elicited through the old
bait-and-switch of promotion. Of course, among respondents, awareness
is raised. Everyone receiving a Williams-Sonoma catalogue has increased
awareness of Williams-Sonoma. But I bet Williams-Sonoma applies a
metric for determining efficacy that is based on response, not
awareness.
None of this is to say that awareness doesn't happen. I used the
Amazon/CDNow example earlier to suggest as much. But, as the Web is
today, advertisers are not going to earmark budgets for building
awareness online. They WILL earmark them for discernable ROI. At this
point in time, as I'm wont to say to clients, you pay for the DR, the
awareness is free.
~~~~~~~~~~
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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