NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
Nick Usborne (wilding_at_islandnet.com)
Thu, 1 Oct 1998 11:15:53 -0500 (CDT)
Andy Borland wrote:
>Perhaps you and the rest of our DM friends on this list could
>answer a more basic question: why is it the Site Publisher's
>responsibility to provide ANY guarantee of results?
I love it when Andy comes over all condescending to us
bottom-feeding DM types. Puts me in my place.
But he's right. It costs money to do business, and an
advertising budget is a requirement, not an option. I think
it's important that people like Andy hold out for value.
Every time he says no to CPA deals he's making a strong
positioning statement for his site. It's a marketing thing.
Get more people doing the same and buyers will begin to
perceive two distinct directions. One, they can buy low CPM
or CPA on 'volume sites'. Two, they can buy higher CPM on
targeted sites that not only deliver a niche audience, but
also add value to the advertising on their pages.
Add value? Taking ClickZ as an example, I believe that when
people see an ad on that page there is an implicit 'rub-off'
from the quality of the site itself. An ad for DoubleClick
on ClickZ carries more authority than the same ad on
joke_a_day_for_webmasters.com. That added value comes from
the quality context provided by the site. The day Andy says
yes to CPA, he begins to express self-doubt for the quality
of his content and his 'added-value' begins to fall.
Now, I'd really hate Andy to think I was placing him on a
pedestal of some kind. So let me put my praise and
adoration into context. He's standing by a business model
that makes a whole heap of sense. But other models make
sense too. If I generate incredible volume on a site, I can
get by with a low CPM. And although Andy thinks otherwise,
I bet there are some business models that can make it with
CPA alone - whether anyone has figured it out yet or not.
We don't all have to do it the same way. And we don't have
to keep trying to persuade everyone to do it OUR way.
Have a great day.
Nick
Nick Usborne
Direct Response Writer - Online
and Chief Forking Officer of
http://www.forkinthehead.com
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