NONE: Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Jeff Schaeffler (schaeffler_at_columbus-group.com)
Thu, 10 Sep 1998 05:49:41 -0500 (CDT)
Here is a simply equation to quash how traditional
advertising is more effective in driving traffic to a
website over online ads; provide your clients statistics
that show the cost per visitor to a clients website from a
newspaper ad, tv commercial, billboard, and a banner ad.
This cannot be done and therefore the argument does not
exist.
Only the banner ad can provide this data unless people are
stopping their cars along the highway to log onto a site and
entering through the portal for people who saw this ad on a
billboard, there is no way to tell a client which medium
effected clickthrough.
Why spend your advertising dollars on traditional mediums
when only a certain percentage who see the ad can go
directly online to view the site promoted.
Consider two people, both who want to visit a site created
by company x, one sees a banner ad while looking at their
favorite sports site and decides to click. The other saw
the ad while flipping channels on tv, on a billboard while
driving to work the next day and finally hearing a jingle on
the radio, but did not end up visiting the site the because
something came up when he arrived at work. Which has a
higher conversion rate and less cost if you consider adding
all traditional media.
Until someone proves how specific media within the
traditional was the catalyst to a person visiting a site, I
will always recommend online.
jeff
Jeff Schaeffler <schaeffler_at_columbus-group.com>
Media Planner, Online Advertising
Columbus Group Communications
www.Columbus-Group.com
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