NONE: Re: ONLINE-ADS>> Internet Advertising Accountability
Re: ONLINE-ADS>> Internet Advertising Accountability
Leo Sheiner (leo_at_netcomuk.co.uk)
Sat, 23 May 1998 22:56:14 +0100
Adam Boettiger" <ab_at_eyescream.com> wrote:
>
<snip>
>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.
<snip>
Of course you do not guarantee a good ROI by paying per click
but the fact is for whatever reason that you can generally buy cheaper
per click than by CPM and click is closer to the end result. It isn't
easy to buy a lot better than $10 CPM nor is it easy to get a better
than 2% CTR unless you dilute the "quality" of your clicks by
encouraging clicks with ambiguous messages or some
inducement. That makes 50 cents per click against a current
average of 15 cents per click on our network. Even a 6% CTR
would still cost you more than 15 cents per click. We offer our
advertisers the ability to pay CPM but hardly any take it up.
But to come to your question of accountability, Ultimately every
site offering inventory is accountable in the sense that if a
campaign does not produce results the advertiser will not return.
Most of our advertisers (if they are willing to have it) get a lot of
free advice and handholding from us including free banners. And
we work together with them to ensure that they are getting the
results they want because we know that a $1,000 test campaign
can grow to be a monthly repeat of $10/20K if we prove that we
can get them those results. Any one selling inventory that does
not at least feel accountable is going to lose out against those
that do.
http://safe-audit.com/ Use 185 million pageviews p.m. on 4,400
host-sites to target your message. Private channel advertising
http://safe-audit.com/promo.html provides hand-picked hostings
to match the profile you need."Multi-Click" technology delivers
fully qualified visitors to the heart of your site at the right price.
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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