NONE: Re: ONLINE-ADS>> Low cpms mean death
Re: ONLINE-ADS>> Low cpms mean death
mgast_at_sabre.com
Mon, 5 Oct 1998 19:59:18 -0500 (CDT)
"Robert Gordon" <bgordon_at_theautochannel.com> wrote:
> 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?.
I too have been a lurker and am continually amazed at how
quickly advertisers, media buyers and some site publishers
try to fit this new advertising vehicle into existing media
models. Our site, www.travelocity.com, also has a wide
range of click thorugh rates, and I've managed to quadruple
advertising revenue each year for the past two years (and
our primary focus is ecommmerce, not advertising.) How? I
started by throwing out everything I learned about
traditional media, and talked with my target advertisers
about their needs. Most of their needs fell into three
distinct categories -- brand building, traffic building and
share shifting.
The "brand builders" buy on a high CPM basis and get ads on
my top most pages with the highest reach, or targeted ads to
specific travel-oriented keywords. The "traffic builders"
buy on a high CPC basis, but their placement is limited to
only those special sections of the site which I built to
consistently generate high click throughs (4% to 30%
monthly). The "share shifters" get banner placement within
our transaction process where they can influence the buying
decision.
Occasionally, I encounter advertisers who think they know
our site better then we do. They want their banners on our
top level pages, but are only interested in a low CPC or CPA
deal. Clearly, these advertisers are more interested in
branding than response, especially after I tell them that
our top level pages have lower click through than other
pages in the site. In these cases, I wish more publishers
would tell these "advertisers" that they will accept the buy
under the following conditions -- the publisher gets to
design the ads, the publisher gets to control the placement,
and the advertiser's logo does not appear anywhere on the
banner! If the advertiser complains about the lack of a
visible logo, ask them why it's so important to them.
You'll quickly find out that branding does have some value
-- value which the advertiser should pay for.
Marty Gast
Manager - Advertising Sales and Promotions
SABRE Interactive
http://www.travelocity.com
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