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NONE: ONLINE-ADS>> Controversy between Burst and IAB
ONLINE-ADS>> Controversy between Burst and IAB
doll_carolyn_at_hrpo7_at_mail.hrp.com
Thu, 07 May 98 15:46:02 -0800
I've been involved with interactive media planning and placement for 2 - 3
years, but I've worked in the advertising business for a long time. I've
done a
lot of analyses of competitive media spending during my career, and what
most of
the respondents to this topic seem unaware of, is that no estimate of
competitive spending is or can ever be absolutely, CPA-type, accurate.
All of them use industry benchmarks to come up with costs, which may or may not
reflect what the advertiser paid. Spots or pages that are at no charge to the
advertiser are not shown at no charge -- after all, who could know that without
looking at their books? Ad units that are bartered, given to the publishers'
sister companies at no charge -- all of that is counted in ad units and real
dollars. (And what's the problem with barter, anyway? People wouldn't barter
for something if it wasn't of value.) An advertiser running a 48 page schedule
in a magazine -- which costs considerably less on a per-page basis than a
1-page schedule -- still has his spending valued at the 1x rate. And it
doesn't
matter -- so long as we are aware of possible methodological flaws, when we
compare advertiser X's spending with that of advertiser Y, we know that both
sets of figures are off to a degree, and we can deal with that.
So, the issue of "accurate pricing" is irrelevant. What is important is that
more advertisers are using the Web than in 1996, there are more
ad-supported web
sites, and there are more impressions are being sold. Just apply a benchmark
CPM to the whole lot, and use that as a measure of value.
Carolyn Doll, Media Research Manager
Hal Riney & Partners
San Francisco
doll_carolyn_at_hrp.com
(415) 955-8807
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