NONE: Re: ONLINE-ADS>> Measuring Impressions - follow-up
Re: ONLINE-ADS>> Measuring Impressions - follow-up
Larry Walker - BlazePoint Communications (lwalker_at_blazepoint.com)
Mon, 4 May 1998 09:12:00 -0400
Hello Richard and List Members,
I had a couple quick observations on this post, but I have a meeting
this morning, so I'll be brief. :)
on 5/1/98 Richard Tribe wrote:
-----snip----------
>Purchasing the Billboard SPACE for my advertising poster is
>not based on $0.04 per person that drives past in a BMW and
>$0.02 per person that drives past in a beat up truck.I do not get
>a bigger bill/invoice from the billboard provider if more people
>than projected drive past. I just buy the space for a particular
>time period, say 12 months..
-----snip----------
One thing you need to keep in mind when making this comparison is that
you are paying more for a high traffic billboard than you would with a
low traffic board. If your creative is placed in an area of obviously
desirable demographics (i.e. extremely visible corporate park
location), you will pay based on that demographic. Any time you can
quantify and qualify demographics, you should. With the web, you have
the opportunity to maximize your ad potential because you have
detailed information as to who will see the creative, their buying
habits, income range, etc. Why not use this information to the fullest
extent possible. It makes for a better campaign for your client, and
inevitably leads happier clients, more successful campaigns and more
income for you.
-----snip----------
>A banner position is held for 12 months at a fixed price. A
>minimum number of impressions is guaranteed and a refund at
>the deemed value per impression is provided should the
>minimum number not be reached in twelve months. There is no
>upper limit to the number of impression that may occur in the
>twelve month period. No other business has a impression
>delivered to that banner position. It is understood that approx
>75% of the banners will be delivered during the snow season.
-----snip----------
To my thinking this has a couple of possible drawbacks you should be
mindful of (and hopefully you already are).
Are you capping frequency on creatives or just running 4-5 (or even
10-20) of the same creative at every user before rotating? If you have
webcam pages, which are likely to be bookmarked, your visitors may be
seeing a creative many many times using this "Fixed Position, Pay Per
Month/Year" model. Capping frequency at 1-2 has been shown to be
preferable as the action rate on creatives running beyond that drops
significantly. Hopefully you at least rotate creative on a weekly or
bi-weekly basis, to avoid much of this.
It's been my experience that when you're running a tight niche site
(i.e. an Aussie snow sport site), a pay-per-month model may work. But
if I were buying on your site, keep in mind that I would still take
your price per month, figure your guaranteed impressions, and figure
out my clients CPM. If you were to alter your thinking slightly you
may make it easier for busy media buyers to buy on your site. I know
as busy as I get sometimes, I just don't have the time to do the math
and I'll move on to a site that is more mainstream in it's take on
interactive advertising.
Just some food for thought, and please bear in mind it's Monday
morning and I'm just returning from a week at the beach, so my
thoughts may be way out of whack here. :)
Have a great week list,
Larry Walker
_____________________________________
Larry Walker
Director of Operations
BlazePoint Communications
http://www.blazepoint.com
lwalker_at_blazepoint.com
voice: 804.541.1616
fax: 804.541.1606
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