NONE: Re: ONLINE-ADS>> Order conversion
Re: ONLINE-ADS>> Order conversion
Kevin Frazier (Kevin_at_FocusOnU.com)
Thu, 3 Sep 1998 21:55:10 -0500 (CDT)
jgehman_at_creativelabs.com write:
>First, reports of the death of the banner are greatly
>exaggerated. We've seen some really innovative creative that
>gets users to respond. Superior creative does require serious
>effort. The name of the game is test, test, test. Second, in an
>earlier post I said that $1 CPMs are coming this year for many
>sites. (And got no rants, so let's try again.) Well folks,
>they're here. Reports are circling from multiple sources that $1
>CPMs are a major reality. Hmmm, perhaps CPM should stand for
>cost per million? $500 CPMs anyone?
I agree with Joel regarding the death of banners, as it provides a vehicle
to communicate on the web with very little bandwidth. Banners will never
go away, as a billboard always finds a place on a well travelled roadway.
They will probably morph into more of a test medium for businesses to
experiment with taglines, audiences and creatives at a lower cost, before
spending big budgets to develop more interactive, highly targeted,
campaigns.
To me $1 CPM's are getting awfully close to free banner exchanges, as far
as perceived value, and reach. What type of sites are going to sell
inventory at $1CPM, and why??? It makes one wonder, how much value there
is? If I can spend $50 to $100CPM and get a highly targeted audience that
gives me good results in a short period of time, is that $1CPM really going
to match the performance? It might over time, but in all business, time is
money. If I can generate the same revenue in one month instead of 3 or 4,
I can grow my business that much faster, and thus maintain good
relationships with associates. I don't mean to slight a potential good
thing for small budget advertisers, but I do believe we all want to grow
our business sooner than later. I am open to a deal as much as the next
guy, but I want results more than a bargain.
Kevin Frazier
Kevin_at_FocusOnU.com
http://www.FocusOnU.com
"Do you want to be right, or do you want results?"
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