NONE: ONLINE-ADS>> Low cpms mean death
ONLINE-ADS>> Low cpms mean death
Robert Gordon (bgordon_at_theautochannel.com)
Fri, 2 Oct 1998 05:45:21 -0500 (CDT)
I have been lurking these past few weeks during this asinine
discussion about impossibly low cpms. As a content publisher
we see banner clickthrough rates on www.theautochannel.com
range from 0.25% to 8%...same site same exposure...should
the 8% advertiser pay 32x more for an impression or the
0.25% pay 1/32 of our rate?. A smart buyer will sure try,
but not here buddy! We have invested millions of dollars
into the content that appears in our site and I will be
stupid if I let an agency grinder destroy our worth by
insisting that ridiculously low cpms are the only way to buy
Internet advertising. I will close shop before I let any
advertiser gain co-branding benefits( or any exposure) at a
$1 cpm. So you fancy big time advertising gurus earn your
commissions, the ball is in you court, learn how to really
use this powerful tool, write better copy that motivates our
audience to click on your creative messages, appreciate and
communicate the branding benefits of impressions against a
highly targeted audience. Only then will your client really
benefit from their Web advertising.
If Low CPMs become the norm, it will reduce the overall
effectiveness of the Internet as an advertising medium,
because there will be no original content published. Search
engines will become a corporate and porn site index...gee
that's exxxciting! The real publishers continue to make the
investment, its time for sophisticated agencies to sell
their clients the benefits of this most targeted of media,
if they don't we will..
Bob Gordon
Co-founder and President
The Auto Channel
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