NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
Brad Byrd (brad_at_newgate.net)
Thu, 24 Sep 1998 14:55:35 -0500 (CDT)
David Scott Carlick wrote:
>I am curious: What is the value of a brochure?
>
> [snipped for space]
>
>My anecdotal evidence (and vote) suggests that $1-3 to 'engage' a consumer
>is very cheap. The result of that engagement is, well, up to you.
I agree with this assessment David, except that the only
problem is these numbers address a specific *type* of
advertising (more in the direct marketing model), and NOT
the type I'm suggesting in my model (which is more general
consumer/branding oriented). I doubt anyone expects P&G to
pay $1-3 per click for an ad that promotes detergent, or
even Gap or Diesel to pay this much for an ad promoting
their clothes. Both groups realizes that a large part of
their online ad money is going towards *branding* and hence
don't expect their ROI solely from ecommerce.
Ask yourself this: do P&G's expenses for TV ads equate to
$1-3 per viewer? Maybe, but I doubt it. I'm not sure about
these numbers (we do exclusively online work -- no
traditional media), but if anyone has seen these figures
somewhere (average per-viewer expenditure for TV ads) I
would *love* to see them myself. I think they would shed
some real light on the comparisons.
Thanks to all who responded directly.
Brad
Brad.Byrd
Director of Business Development
NewGate Internet
mailto:brad_at_newgate.net
http://www.newgate.net
(415) 331-3127
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