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

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

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


>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

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

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