NONE: Re: ONLINE-ADS>> ONLINE Branding Can't work
Re: ONLINE-ADS>> ONLINE Branding Can't work
Daniel Arnall (darnall_at_straylightlc.com)
Wed, 28 Oct 1998 12:10:08 -0600 (CST)
RAMON RAY <RAYRAMON_at_NYFCCS.COM> WROTE:
>I was walking somewhere in NYC
>yesterday and I realized - there's ABC, CBS, FOX, MSNBC, CNN
>and lets say 10 other TV outlets that have the majority of
>America's 200,000,000+ plus sets of eyeballs. Now on the
>Internet you have the traditional top 5 (maybe we can
>stretch that to top 10) and thousands (millions?) of other
>sites that are seen on a daily basis - HOW IN THE WORLD CAN
>BRANDING GET DONE THIS WAY?
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ramon has an interesting point here, but I think that his
basic contention that brand building requires media
concentration is not right. Brand building is about creating
an immediate and unconsious association between your
customer and your brand message. That can be done in almost
any universe given a clear and thoughtful strategy and the
right tools. Today Coke's brand equity is much greater than
it was in the 50s and 60s, even though the television
marketplace (and all other media) is a much more fractured,
crowded place.
It might be more difficult for new brands to garner
mindshare, but it is still very possible; even using online
banner campaigns. I think Broadcast.com is a great example
of this. They've got a unique product (online broadcasts)
and have been aggressive in presenting their brand in
appropriate venues with banner ads and graphic linking. I
think the key to their success has been in placing their
online advertising in the appropriate niche areas that a
diverse Internet creates.
The problem I see with banners and branding is that there's
no good way to immediately quantify the brand response to an
ad. We can apply a general industry study to our online
campaigns, or we can spend tens of thousands of dollars
doing post-campaign impact studies. Both have merit, but
they don't have the quantified, immediate impact of a CTR.
Until we get there, online branding with banners (which CAN
work) won't be widely accepted or used as a buying point.
-------------------------------------------------------------
Daniel Arnall
Marketing Director -- Straylight, LC
A Learfield Communications Company
darnall_at_straylightlc.com
206.444.0050 tel
206.444.0053 fax
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