NONE: Re: ONLINE-ADS>> Low CPM's Mean Death
Re: ONLINE-ADS>> Low CPM's Mean Death
Brian J. Weiner (Brian_at_attitude.net)
Mon, 12 Oct 1998 12:21:42 -0500 (CDT)
JGEHMAN_at_CREATIVELABS.COM WROTE:
>>I have never found a Web site that turned away an I/O. I have >never
>>found a Web >site I couldn't turn away.
That is not true some people are willing to take the high
ground and not take the low CPMs. In fact your company once
offered me a buy at a $5.00 CPM and I turned it down.
Obviously the argument could be made that there was someone
else to take my place and scooped up the buy but lets look
closer. If you keep letting CPMs fall eventually quality
content falls too. Then you are left with unprofessional
content that doesn't attract users. The truth is there needs
to be a spectrum of value as in traditional media, some
value is worth more say ESPN and some less ESPN2. For
example you have sites that offer POP advertising, people
who are ready to buy. The chance to influence a purchase
decision at this point has in inherent opportunity cost. As
opposed to a Geocities where it is an aggregator of personal
web pages there is a vast difference between the two
opportunities.
Everyone keeps talking about ROI, and low click throughs.
Click through is only ONE way of measuring an ads success.
Lets look at this as if it were a magazine, a click through
would be equivalent of someone circling the reader response
card and asking for more information about the product.
When you base your whole analysis on click-through you
disregard the value that is inherent to someone seeing a
product name or a company sponsoring/ being active in a
certain community, be it gaming, gardening or Internet ad
sales. I for one have not clicked on a banner that I had
seen and later have bought a product or went to site that
was listed on that banner. Click-through is only an
immediate reaction, it is more a judgement of creative than
anything. Also if a user is involved in the content of a
site or it's community they may not want to leave
immediately, as opposed to a search engine or another site
where they are less involved, where they are looking to go
someplace new or specific.
Lets talk about being paid for causing a user action or CPA,
it is bogus to suggest that there is no value other than
reader response. I refer to my earlier argument here it is
the same as someone in a magazine filling out an order form
and sending it in. The devaluing here is worse to the
content provider because 9/10 when these actions are done
the site has no way of knowing just how many actions were
taken and they have the unaudited word of the advertiser as
to how many actions took place. I have seen many deals
where our sites have sent over 1000's of people and have not
received a dime! It is definitely slanted in the favor of
the advertiser.
Finally I reference your "lets track the heck out them
argument." Most people have a phobia of cookies, the only
real technology we have that allows us to track users
throughout their journeys. Besides the phobia most people
just don't want to be tracked and a large majority of sites
don't require registration. Picture it if every site you
jumped to you had to register so they could target your
advertising or that there was or could be this one universal
back end that every site uses. On top of this it would be
a technological nightmare.
Really it seems to me it comes down to simple axiom people
much as they can get for as little as they can get
regardless of its value.
Brian J. Weiner
brian_at_attitude.net
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