NONE: ONLINE-ADS>> Accountability for advertisers
ONLINE-ADS>> Accountability for advertisers
Andy Bourland (andy_at_clickz.com)
Tue, 26 May 1998 10:32:06 -0400
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
-------------------------------------------
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ICONOCAST and Internet.com
"ICONOCAST is something I look forward to getting and continuously
share with my sales staff." Jed Savage, VP/Sales, CBS SportsLine
To subscribe, visit http://www.iconocast.com
---
50% of Internet.com's high tech audience does not frequent CNET or ZDNET
Reach the Internet audience you're looking for! For more info email
sl_at_internet.com or go to http://www.internet.com/mediakit/index2.html
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
