NONE: Re: ONLINE-ADS>> TV advertising
Re: ONLINE-ADS>> TV advertising
Ramon Ray (rayramon_at_nyfccs.com)
Mon, 5 Oct 1998 19:59:53 -0500 (CDT)
I thought his banter that was being done privately (I've gotten permission
from all parties, would be interesting to all).
*****My original post:
>I guess TV still does work...
>
>>From ICONOCAST
>
>Must Snap TV
>************
>Saatchi & Saatchi's first television spots for Snap debuted
>on NBC on September 16. One spot features a soot-covered
>miner [probably nick-named Halsey] who is busy "building a
>search engine as big as the Web itself," [grasp the
>ephemeral metaphor between surfing and mining?].
>
>An initial NBC campaign for Snap generated some 400 million
>impressions between July 27 and September 13, according to
>Cowles/Simba's Electronic Advertising & Marketplace Report.
>RelevantKnowledge reports that the number of unique visitors
>to Snap increased 52% between July and August 1998:
*****START REPLIES......
(1)
From: Gregory.Barrett_at_nbc.com
This isn't even our best success story. We have had some news stories about
particular aspects of online features cause 1,200% traffic jumps immediately
following the airing of the story. Local news events have even doubled and
tripled our NBC affiliates sites monthly traffic.
(2)
From: Rob Frankel <rob_at_robfrankel.com>
Ummm, my guess is that the campaign was actually ho-hum. By pouring that
much money into TV over that period of time, the figures should have been
MUCH higher.
(3)
From: Gregory.Barrett_at_nbc.com
Whoever posted the other reply did not read the details of the
Snap deal. We gave them air time in place of cash for part of the payment
for our share of Snap. Those commercials were contracted based on their
equivalent on air value. Basically, they cost us nothing because we would
have most likely used them to promote NBC shows anyway. There is only the
opportunity cost. During the summer, there is less advertising and more
unsold inventory for all broadcast networks. How many Must See TV ads did
you see this summer?
Disney worked out the same kind of deal when they purchased their stake in
Infoseek.
*****END REPLIES.......
=======================================
Ramon Ray - rayramon_at_nyfccs.com
Small businsess technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
AdKnowledge, Liszt, and Mind the Store
7 out of 15 top agencies know that AdKnowledge improves web advertising
effectiveness. What are YOU waiting for? AdKnowledge. We make web
advertising work. http://ads02.focalink.com/SmartBanner/page/9751.2
---
Want 20-50,000 clicks/month? Sponsor Liszt, one of Yahoo Internet Life's
"10 Net Essential" sites. Slots open include Books, Chat, Downloads,
Jobs, Movies, and News: http://www.liszt.com/o-a-offer.html
---
ClickToBuy is an advanced e-commerce technology allowing Advertisers to
sell products directly from their banners or images. Call Michael Tingle
at 800-254-9992 or visit http://www.hotflyers.com/demo for more info
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
