Google
 

NONE: Re: ONLINE-ADS>> Differentiation/revenue via community/brand

Re: ONLINE-ADS>> Differentiation/revenue via community/brand

Nari Kannan (nkannan_at_zelos.com)
Sat, 24 Oct 1998 23:11:20 -0500 (CDT)

ROB FRANKEL WROTE:

>The real questions to be asked are not those at all. The
>real questions to be asked are, "Why are so many
>anal-retentive people so hell bent on attaching numercial
>values to non-quanitifable concepts?" Answer: to keep
>their jobs.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

You are not going to convince a lot of people that
measurement is not necessary. The day we stop using Ratings
and Circulation Numbers for fixing CPMs in other media is
the day measurement is not necessary. It's not anytime soon.
And I don't think they are anal-retentive at all. You need
some measure to distinguish between the different rates you
pay for different media.

Branding and the value of branding itself has been losing
some of its credibility in the face of globalization, price
competition and improvement in quality in branded products
across the board. Products like cameras, TVs, computer
hardware all have very similar quality and price levels that
brands as such are losing credibility over the years. Even
the Kodak brand has lost the brand equity it had with
continued price assault by Fuji. In fact many manufacturers
have resorted to manufacturing generic versions of their
branded products also and will be happy to sell you either
one.

"If you do it , they will come" used to work on one-way
media like radio and TV. But the Internet and the Web cannot
get away from their "availability of computing power"
characteristic to brush off measurement. I don't need to be
sold on branding as somewhat a subjective thing, especially
measuring effectiveness after the branding efforts. On the
Web there is the "promise" of precisely tracking who saw
what banner ad or other promotional effort where and measure
the same. We may not have very precise tools yet but the
promise is not going to go away.

You will have a tougher time convincing brand managers to
spend money on Web efforts if there are no measurements,
especially when they see so much computing and one-to-one
interactions unlike other media.

Nari

-----------------------------------------------------------
Nari Kannan, CEO
Zelos Technologies, Inc.
5236 Pinon Valley Road
Colorado Springs, CO 80919
Ph: 719-260-9501
Fax: 719-260-1926
www.zelos.com

========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ValueClick, Internet.com and Mind The Store

ValueClick can guarantee you instant revenue on 100% of your ad space
Stop in and see us on Oct27 at the Momentum Awards at _at_d:Tech in NY
ValueClick Ad Network | 805.965.0543 | http://www.valueclick.com

---

Internet.com Delivers The Internet Professionals You're Looking For!
Over a million unique users, 75% have purchased online this past year.
Target your message to them, http://www.internet.com/mediakit/find.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


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Houston Web Design

Add your company...

Local SEO with Video
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.