NONE: Re: ONLINE-ADS>> Why media buyer distrust publishers
Re: ONLINE-ADS>> Why media buyer distrust publishers
Timware1_at_aol.com
Thu, 3 Sep 1998 22:17:22 -0500 (CDT)
Jim Meskauskas <Jim_at_hawkmedia.com> wrote::
> 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.
As I'm sure you are aware, Impressions directly correlate to ratings subject
to the respective audience universes you have guaranteed. Whether you want to
call them impressions or ratings, grp's or trp's its really a matter of
semantics. I simply stated impressions because it is consistent with banner
impressions that currently have become "standard" in the online world, for
better or for worse.
Those shortfall's I was referring to occurred with conventional :30 and :15
commercial announcements that are the basic component of any television buy.
If you've never experienced a disaster cable buy that I referred to in cable
or any other television campaign, I'd consider you fortunate. I'm honestly
not exaggerating a point for the purposes of this discussion group and
experienced it numerous times over my career as a buyer.
I'm sure you have experienced many disappointing campaigns in the Interactive
arena, as every online vendor out there is very hungry for ad dollars and
probably have a tendency to over commit. My original point was made in
defense of the online industry in general. There certainly is a long way to
go, but I feel progress is being made and that the general media, as mature as
it is, still screws things up on a regular basis. I'd be happy to share some
experiences off the record.
Tim Ware
Times Mirror Interzines
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