Re: ONLINE-ADS>> Top 10 Controversies?

Hermes (Walter.Soldierer_at_t-online.de)
Sun, 17 May 1998 12:57:47 +0000

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Stan Wilson <stanw_at_dejanews.com> wrote:

>Most buyer's (let's hope) look beyond your "simple math" when
>making their buys. Anyone can double their reach at half the
>price (or less), but now who is that second half reaching? Most
>likely it's reaching people who don't care nearly as much about
>your product. Real "premium" sites are premium because they've
>isolated a focused, influential audience for marketers to hit.

What is the difference between a "focused, influential audience" on a
premier, branded site and a targeted audience that some of the ad networks
can provide?

What is so highly "influential" about Netscape's or Yahoo's audience? Being
on a well known premier site can have a positive impact on your brand but
this a (costly) site specific advantage and not related to any special
characteristics of the site's audience. FlyCast, Narrowline or DoubleClick
*do* provide targeting. So why should the audience that you reach with a
site or category buy on those ad networks be less focused or influential?

--Walter

- ------------------------------------------------------------
Dr. W. Soldierer
All-Yours Internet Solutions

http://www.all-yours.net/

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