ONLINE-ADS>> Banner bartering

Dan Metcalfe (dan_at_fortunecity.com)
Tue, 17 Mar 1998 10:36:16 -0800

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We have for some time been trying to contact web sites with large
traffic (we currently serve over 1 million impressions per day) with a
view to bartering inventory.

I have come accross two major problems:

i) Simple lack of response. Do these people not believe that banner
advertising works? Have they NO unsold inventory? I cannot see why
anyone would refuse a one-for-one banner exchange test unless one of the
above holds true.

ii) Third party audit. The whole point of bartering banners is that
it's the cheapest way to get your name out there. Why then do people
cut off their own noses by insisting on third party auditing/serving of
the banners, which adds a significant cost to the campaign in some
cases. I can tell if someone is cheating by the click-through I
receive, and if I'm not happy, I can just switch them off and cancel the
campaign.

I would be fascinated to hear from others who have had similar problems
or solutions in setting up significant banner swap deals, or anyone who
is actively seeking cross promotional opportunities.

Dan

--
Dan Metcalfe
Director
dan_at_fortunecity.com

London Office
44 171 700 1612 voice
44 171 609 2815 fax

New York Office
212 799 2703 voice


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