NONE: Re: ONLINE-ADS>> A Rant About Those Who Rant...
Re: ONLINE-ADS>> A Rant About Those Who Rant...
Eimear O'Connell (eimear_at_nsir.com)
Sat, 24 Oct 1998 23:11:07 -0500 (CDT)
JOEL GEHMAN WROTE:
>Customer service, follow-up and all the other nice-to-haves
>everyone is ranting about are only necessary because there
>is no other metric on which to differentiate the hundreds of
>online advertising vendors. Eyeballs ARE eyeballs. EVERY
>site is selling a comodity. That service matters merely
>proves Web advertising is a commodity business.
>
>If all the energy that is being poured into ranting about
>online sales reps was instead focused on our industry's real
>problems -- standards, measurement, targeting and results --
>maybe we'd actually get somewhere.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I have been following this thread with interest and thought
it would be helpful to share some preliminary data my
company has gathered from a recent case study. I think these
lend insight into the industry by offering a valid snapshot.
We found that Online Media Planners strongly agree with the
statement "the performance of online media buys is
scrutinized more than traditional media buys." This was
found to be especially true for those that have been in the
industry 1+ years. Overall, OMPs -- regardless of time in
industry or whether they work for an advertiser or agency --
rank their daily concerns in this order:
1. industry wide measure
2. ad serving
3. third party auditing
4. caching
Almost 75% of this smaller sample felt it was important to
have independent 3rd party auditing for online media. The
following list shows in order which organization they would
have more confidence in for auditing (indicating a
preference for established players who formed alliance with
interactive agencies):
1. Nielsen Media Research/IPro
2. BPA Interactive
3. The Gallup Organization/_at_plan
4. ABC Interactive (ABVS)/NetGravity
5. Internet Advertising Bureau (IAB)
A majority of these OMPs *never* use the following formats
in a branding campaign: interstitials, hyperstitials,
middle pages, meta ads, pursh advertising, promotional
websites, or ads on free e-mail services! Banners are the
clear favorite, with 69.6% of this group reporting that they
use them often.
The real telling point was this "middle-of-the-road"
syndrome that emerged, implying no one was really satisfied
with the techniques in place. OMPs in the industry <<1 year
preferred "cost per sale" as a payment model, and those who
had been OMPs for 3-5 years preferred "cost per download."
____________________________________
Eimear K. O'Connell
senior research analyst
N O R T H S T A R I N T E R A C T I V E
new york city u s a
212.398.1919. ext.18
212.398.1717 f a x
http://www.nsir.com
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