NONE: ONLINE-ADS>> MODERATOR's NOTE: Coverage of Internet World
ONLINE-ADS>> MODERATOR's NOTE: Coverage of Internet World
richard_at_tenagra.com
Wed, 18 Mar 1998 06:58:33 -0600 (CST)
Hey all,
Well, we were at it again. Last week I spent my days wandering around
Spring Internet World in Los Angeles looking for the scoops to bring back
to you all. I was able to do it through the generosity of ValueClick (
http://www.valueclick.com ), who sponsored my trip and the subsequent
reports.
I got tons-o-stuff, which I am organizing into 10 reports. Here is a
preview of the sessions I covered:
-What Kind of Shakeout is Ahead?
This was a nice, general overview of what our problems as an industry are.
-Are We Fooling Ourselves? Is the Web Really a Retail Medium After All?
People are selling stuff on the Web. And not just little crap, but big
stuff like cars and homes.
-Reality Check: Where is Ad Spending Today - And What are the Barriers to
Reaching the Magic $1 Billion?
This session was given by our friends at Forrester. Audience member Andy
Bourland, who tore apart this same study in his session at Web Ad '98,
helped Forrester understand the error of its ways. It wasn't arguing on the
scale of the World Wrestling Federation mind you, but Andy's cross
examination was peppered with wonderful statements that started, "Had you
done your homework..." The poor Forrester guy was caught like a deer in
headlights.)
-Ad Networks: Do They Enable Smaller Sites to Compete and Thrive in a
Megasite Environment?
The answer is yes, in some pretty significant ways. Or no, if you are doing
alright on your own. It all depends. (What doesn't these days?)
-Who You Gonna Call: Advertising Agency or Creative Boutique?
This was an interesting exercise in seeing which agency could convince you
they were better. The one shining light was Fallon McElligott, who admitted
no single agency was the answer.
-Achieve a New Level of Customer Segmentation for Our Advertisers
In probably one of the best sessions given at Internet World, Scott Kurnit
of The Mining Company shared some experiences in using content to segment
your customers.
-How is the Web Audience Going to Change?
This session delivered some hard data on who that Web audience is and where
they are going.
-E-mail Debate: Is it Spam or UCE?
I usually steer clear of this topic. It is like killing baby seals - you
are either for it or against it. But I had to attend this session because
it pitted the Spam king himself - Sandford Wallace - against one of the
most vocal anti-spam avocates, Jason Catlett of Junkbusters. I was
expecting Jerry Springer-esque tactics, but it was surprisingly civil as
debates go.
-Games: Successful Content Businesses on the Net.
In light of our recent discussions on gaming, I decided to go to this
session and see if their were some other perspectives. Well, there weren't.
But I did hear about some cool ad models going on at gamesville.com.
-Site Usage Analysis: Understanding Your Online Customer
This is a subject near and dear to my heart, as I don't believe anyone is
doing enough of this. The basic message here, delivered by net veteran Matt
Cutler, was think before you build. The complexity of your site's file
structure is directly proportional to the size of your headache later when
you try and do analysis on the access logs.
-Communities of Interest
Jill Ellsworth gave some great data on how online communities can impact
your bottom line.
-Evolving Market Strategies in the Internet Age
Five long-time Internet gurus gave their take on where things are and where
things will go. (Kudos to Larry Chase of Web Digest for Marketeers, who did
a great job acting as moderator for this panel.)
Look for reports starting today and extending over the coming week.
And remember, if you need to do some ad buying, consider supporting
ValueClick. They are supporting us by underwriting the cost of bringing
these reports to the List. For more details on ValueClick contact Brian at
(805) 965-0543, brian_at_valueclick.com or visit http://www.valueclick.com
best,
richard
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richard hoy
moderator, online advertising discussion list
director, marketing and client promotions
the tenagra corporation
http://www.tenagra.com/
p: 281.480.6300 | f: 281.480.7715 | e: rhoy_at_tenagra.com
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