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NONE: Re: ONLINE-ADS>> Why media buyer distrust publishers
Re: ONLINE-ADS>> Why media buyer distrust publishers
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 2 Sep 1998 18:21:34 -0500 (CDT)
Tim Ware writes:
>I will spare you all the gory details as I don't want to bore
>anybody with details of a cable television sponsorship which
>indexed at 55% of the guaranteed impressions, nor do I want to
>implicate any company, who may have a life on the Internet.
>However those who are familiar with the television sponsorship
>business, know all to well about the empty guarantees that are
>consistently made in an effort to meet the individual sales reps
>very demanding revenue goals. Many times, sales are made against
>rating estimates that are based on ridiculous assumptions.
>
>The fact is, mistakes occur in every kind of media (out-of-home,
>TV, Print) and it isn't any worse in this business, than any
>other. It is "accountability" for sponsorship shortfalls, which
>separate the good vendors from the poor ones. Surprisingly, in
>many cases, the companies that have some very popular brands are
>the biggest culprits at consistently delivering disappointing
>campaigns. These companies seem to suffer from a prevailing
>corporate arrogance instilled from the upper management on down.
>
When did this cable sponsorship take place? Is this recently, or in the
earlier days of cable? I'm surprised that for TV anyone guaranteed
impressions. Usually there is a guarantee for ratings (90-95%
purchased). Perhaps such a shortfall resulted from the difference
between DMA impressions vs. cable subscriber impressions. Cable's been
around 20 some odd years, and buyers and sellers still have problems
with keeping this straight. However, the real issue with this kind of
problem, online or general market media, is that we're talking
sponsorship vs. your basic ad buy. When you're dealing with a standard
ad unit that performs in a "conventional" way, it's easier to monitor
than something as ephemeral as a sponsorship. You've simply got more
variables to contend with when determining when, where, and how an
audience will experience your message/brand. I have a hard time
believing that general market media sees more errors than online simply
because there have been so many more years to develop standardizations
that do not yet exist for online. Yes, online benefits from technology
not available (or perhaps even applicable) to general market media. And
that tech makes online more accountable that other media. But it also
can complicate the buy, run, and read a campaign. I've done traditional
media for some years, and can count on one finger how many times a
station simply didn't run my ad for the life of the schedule.
Unfortunately, I can count on fingers and toes how many times that has
happened with online.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062
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