ONLINE-ADS>> Accountability for advertisers

Andy Bourland (andy_at_clickz.com)
Tue, 26 May 1998 10:32:06 -0400

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In regards to the ongoing discussion about
"accountability"...

If a marketer wishes to approach me (a site publisher) to
get virtually free exposure to my audience with a
pay-per-action plan, I would say that the question of
accountability goes to the marketer, not the site publisher.
Here are the questions they should address and be
accountable for:

* What kind of return can I as a site publisher expect from
running your ad on my site?

* What kind or results have you gotten from running this
offer on similar sites?

* What kind of tracking do you have in place to ensure that
purchases that come from exposure to this ad will be
credited accurately?

* What assurance do I have that I will be paid promptly?

* Is this offer, this campaign going to be running on a
number of competitive or similar sites, making it less
likely that it will be clicked on at my site?

* What kind of response can I expect from you in terms of
turnaround for ineffective creative?

I personally think the marketer would be wise to ensure
their position on good sites by offering hybrid deals. Pay
the rent with a reasonable CPM with an upside for successful
accomplishment of the advertiser's objectives.

I find it intriguing that the direct marketers who have
spoken out thus far are hesitant to draw a direct mail
analogy, preferring to compare the internet to the
relatively untargeted cable tv biz. Fact is, mailing list
owners earn a handsome CPM for exposure to their targeted
audiences. No downside for them if the offer doesn't work...

I'd say direct mail is a far better comparison to web
advertising than cable tv...especially for those who have a
solid read on their audience.

-------------------------------------------
Andrew Bourland
Publisher
The ClickZ Network:
ClickZ: http://www.clickz.com
Microscope: http://www.microscope.com
Who's Marketing Online? http://www.wmo.com
Executive Summary: http://www.x-summary.com
ZCommerce: http://www.zcommerce.com
-------------------------------------------

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