Re: ONLINE-ADS> How to SELL web advertising

Nick Usborne (wilding_at_islandnet.com)
Fri, 20 Mar 1998 12:33:55 -0700

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Here's a little input from someone with 0 years experience in the on-line
advertising industry and 20 years in the direct marketing industry.

If were buying ads on-line as part of my overall dm strategy, here's what
I'd do.

1. I'd try a big bunch of different sites to place my ads.

2. I'd analyse the results. Then I'd pick the best of them.

How would I judge which were the best? On one thing only - ON HOW
EFFECTIVELY THEY DELIVERED THE RESULT I WAS LOOKING FOR. If I were selling
a widget - how many widgets did I sell? If I were collecting names, how
many names did I collect?

I may be missing the point here, but I wouldn't spend a second looking at
things like click-throughs etc. Heck, I don't even know what half the
terminology means.

I advertise for one purpose only - to make sales. I judge media buys on
one basis only - I count the sales and calculate how profitable that media
buy was. All the figures inbetween mean nothing.

So, how to SELL advertising. Show me how other advertisers have made the
buy and seen SALES. In other words, show me it works.

I may be missing the point a bit, but I think a lot of people in the
on-line ad community are missing a point here too.

Nick Usborne

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