NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
William Greene (William.Greene_at_Grizzard.com)
Fri, 2 Oct 1998 05:44:49 -0500 (CDT)
Andy Bourland <andy_at_clickz.com> 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?
"Hi, I'm Joe Average Publisher, and I want you to buy
advertising on my site. Half of my ad inventory is unsold,
but I have absolutely NO interest in making sure you get
good results, because I don't really care whether you ever
come back and buy more advertising."
Now, Joe may not WANT to offer any "guarantee" of results,
but guess what? If Ms. Advertiser doesn't GET good results,
she ain't coming back. And that ad inventory stays unsold,
and my DM friends and I start looking pretty good through
Joe's beer glass eyes...
The Site Publisher's responsibility is not simply to provide
eyeballs... unless the Site Publisher isn't relying on a
steady stream of advertising dollars coming in.
> The assumption you carry with you is that DMers should take no
> risk whatever, no responsibility for their own marketing efforts
> beyond a modest "reward" <perhaps a doggy biscuit?> for the Site
> Publisher who carries the ad, and the risk, and provides the
> audience.
The Site Publisher operating ONLY on a straight CPM model
carries the ad, AND THE RISK - that the audience he provides
won't reward the advertiser, and the advertiser won't buy
any more ads. DMers certainly DO take risks and
responsibility - if there were none, EVERYBODY would be a
DMer. As it is, Direct Marketing is the fastest-growing
sector of the advertising industry, but as in any industry,
there are many failures - good DM comes from knowing WHICH
risks to take, because you have the ultimate responsibility
for your clients' ROI. And if you fail in the risks you
take, you'll have the responsibility for losing your
clients. :-/
> So could you explain to me why I or any Site Publisher should
> carry the risk and expense so that Ginsu can sell more knives?
Because Ginsu is willing to carry the expense of paying Site
Publishers with unsold inventory for sending people to buy
their knives, when those Site Publishers wouldn't have made
any money at all off of that inventory otherwise.
What's so bad about that? - unless you have one of the few
sites that sells out of ad inventory, and just want to spoil
the CPA profits for the rest of the sites that don't. But no
one's accusing anyone here of that.
:-)
--------------------------------------------------------
William Greene
Moderator, Direct Marketing Online discussion list
http://www.directmarketing-online.com/
Director of Internet Marketing,
Grizzard Communications Group - A Top 10 DM Agency
http://www.grizzard.com/
404-635-5784 / 800-241-9351Ý/ mailto:William.Greene_at_Grizzard.com
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