Re: ONLINE-ADS>> Yippee For Yahoo!

Steven Heath (sheath_at_fox.nstn.ca)
Wed, 7 Oct 1998 14:12:19 -0500 (CDT)

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William Greene <William.Greene_at_Grizzard.com> did post:

> >=-=-=-=-=-=-=-=-=
> >Yippee For Yahoo!
> >
> >Publishers in the audience felt buoyed by Yahoo! President
> >and CEO Tim Koogle, who takes the high road with Yahoo!'s ad
> >inventory. Even if 80 percent of Yahoo!'s inventory is
> >unsold, reps are directed not to sell what can't be sold on
> >rate-card prices.
> >
> >"There's no discount to fill out inventory," Koogle says.
> >Cheerleaders in the audience began mobilizing....
> >=-=-=-=-=-=-=

Which is curious based on a recent (23/9/98) ICONOCAST posting about
effective CPM comparisons. I am sure ICONOCAST wont mind me posting this
part (Hey Michael, please dont sick the dogs on me) which appears to be
J.P. Morgan research.

--
* Effective CPM - While Yahoo! claims its CPM is "solid in
  the mid-twenties," J.P. Morgan arrived at an effective CPM
  of $4.36 for Yahoo! [effective CPM is total ad revenue
  divided by number of pageviews]. Here's how the leading
  search engines, plus DoubleClick and 24/7 Media stack up:

  ---------------------------------------
  -- Effective CPM Comparison for Q298 --
  Network/Portal           Effective CPM*
  ---------------------------------------
  InfoSeek                      $8.06
  Lycos                          7.12
  Excite                         6.69
  Yahoo!                         4.36
  DoubleClick                    3.72
  24/7 Media                     3.17
  ---------------------------------------
  Source: Sep. 1998 J.P. Morgan *See text
--

Now, the same ICONOCAST also had more info like estimated % of page sold
and other fun things. (note: I am no way related to ICONOCAST, Business
2.0 or Michael, however, if you want to spread the rumour that our moms
are best friends so be it)

So, what does this all mean? Well...would I rather sell 20% of my
inventory (that is forever being 'refilled') at $20 a unit or 50% of my
inventory at $10 a unit.. hmm... you do the math...

Steven Heath
General Manager
GreyInteractive West (Canada)

Phone: (604) 687-1001  Email: Steven_Heath_at_grey.net
Web:   http://www.grey.net

Canada's only national Interactive Marketing Agency


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