NONE: Re: ONLINE-ADS>> How to SELL web advertising
Re: ONLINE-ADS>> How to SELL web advertising
Bob Rosen (kqrbob_at_mindspring.com)
Tue, 31 Mar 1998 12:18:46 -0500 (EST)
Jason Ellis wrote:
>"Web site banner ads don't close a sale." <snip>
what happens if the advertiser's site doesn't have the size widget
>that you need - or that size is out of stock? Or what if the shipping and
>handling fee is so high that it isn't worth it to you to buy that widget?
>Is that the fault of my web site, where you happened to see the ad? No -
>that's a problem with the advertiser's web site. This is a clear instance
>of a web site banner ad delivering a customer, but the advertiser's site
>failing to sell the product to the customer.
>
Jason, I agree, we'd be crazy most times to guarantee sales for the reason
you state. But I think we're kidding ourselves as salespeople if we believe
that all clicks are created equal. Using your example, let's say the widget
seller runs banners on your Trek site and banners on the Natl Assoc of
Widgeteers site. As rotten as his widget selection or prices may be, he's
still going to get a less terrible sales conversion percentage from the
Widgeteer clicks than from the Trekkies.
But is this really a problem? I've never sold any media - print, video,
offline, online - that wasn't evaluated for the quality of its content and
audience. The only difference online is advertisers have a direct measure of
the relative value of our audience for their product. (If their site sucks
or their banners overpromise, they'll get a poor sell-through rate from
every site they advertise on, but they'll still know which worked better and
worse.) The good news is, if we do have high quality content and audience
for an advertiser, we only have to get them to try it once. The results will
do the rest of the selling for us.
Bob Rosen, President, KQ&R, Inc.
850 7th Avenue, New York, NY 10019
Phone: (212) 399-9500
Fax: (212) 265-0986
Email: kqrbob_at_mindspring.com
Representing Engage Games Online (http://www.gamesonline.com) and
NTN Networks (http://www.ntn.com)
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