NONE: Re: ONLINE-ADS>> Internet Advertising Accountability
Re: ONLINE-ADS>> Internet Advertising Accountability
e/y/e/s/c/r/e/a/m - Adam Boettiger (ab_at_eyescream.com)
Fri, 22 May 1998 13:52:22 -0700
Chris d'Eon writes:
> space. But the Internet must generate sales (not just
> clicks) and be accountable for those sales. If it can't
> generate sales, then there is no reason for a ROI focused
> direct marketer to continue.
I agree. In this instance, and for an ROI focused direct marketer, it
must generate sales. But it is also important to point out to those
direct marketers online who are buying by the click only, that this is
not necessarily always the best way to buy, paying for results.
If my objective is a $10 Cost Per Sale, and I've backed that out
through conversion to determine this to be a 50 cent Cost Per Visitor
objective, is it better for me to buy by the click? Or is it better
for me to buy by the impression? If I buy at 50 cents per click,
that will meet my objective ROI. But if I am able to use a banner
that is generating a 5% or 6% CTR, I may very well be able to bring
the Cost Per Visitor down well below 50 cents.
I get so tired of hearing everyone say that "You've got to pay for
results! It's the only way!"
It's NOT. Each buy is different and a lower Cost Per Click can often
be obtained by buying using the CPM model. I've often wondered
whether the reason people blindly pay only for results and are not
willing to pay by the impression might be because they simply do not
want to spend time on a campaign. Perhaps they simply want to know
how many visitors they are getting, pay the price and let it run. It
takes a bit more work to look at both sides of the coin but in the end
the time invested is well spent...
I too am interested in hearing about this accountability issue.
AB
List Moderator, The Internet Advertising Discussion List
http://www.internetadvertising.org/
----------e/y/e/s/c/r/e/a/m interactive, inc.----------
adam boettiger - e: mailto:ab_at_eyescream.com
vice president, advertising & marketing
t: (503) 292-6987 Ext. 16 / f: (503) 296-0945
traffic building, strategic partnering, new media planning,
killer creative and design that will make you s/c/r/e/a/m
portland, oregon (usa)
----------< http://www.eyescream.com >-----------------
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ICONOCAST, ValueClick and CNET
"ICONOCAST is one of the best I've seen on the Net. Bravo!"
Susan Mernit, Editor-in-Chief, New Jersey Online
E-mail sub_at_list.iconocast.com with "subscribe iconocast" in SUBJECT
---
Got unsold ad Inventory??? We've got advertisers!!!
ValueClick is your hands-off solution
http://www.valueclick.com/host
---
The most respected syndicated research firms agree:
CNET delivers the largest online tech audience. See for
yourself at: http://www.cnet.com/bigger/?ad.onladv.0.em5
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
