Re: ONLINE-ADS>> Order conversion

Mark Dolley (mark_at_zapworks.com)
Thu, 10 Sep 1998 05:49:05 -0500 (CDT)

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Brian Monahan,brianm_at_leftfield.net wrote on 9/8/98 5:29 PM:

>One idea may be to make the "Ms" in CPM stand for "sessions" rather than
>"page views". Let's admit the limited value of a mid-session page view
>and consider a standard that makes it easier to control
>frequency-to-individual-people like we have in other media.
>
>What is there to lose? Advertisers get more bang for the buck.
>Publishers get a way to create scarcity that will eventually drive up
>prices.

So who gets the prize for each session? If an advertiser
need only pay once per session, it makes sense to give the
ad spend to the portal. The session will begin and end
there. Aggregators would rule and all the other sites could
only survive by providing the portals with content on a
revenue-share or sale basis.

Gosh, that sounds like a TV network / production company
model!

The fragmentation of media consumption is such that things
are going to get harder and harder, media-planning wise.
Perhaps a post-convergence world where each user has a
single, universal cookie might make things easier.

Until then, media planners will enjoy excellent job security.

Mark Dolley z a p w o r k s !

vox:(+1) 415 543 8600

> http://way.nu/advertising

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