NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
Carol Dawson (cdawson_at_broadcast.com)
Mon, 28 Sep 1998 18:39:26 -0500 (CDT)
>-- I got ONE. One reply.
>-- Come on folks, what's the deal?
Brad-You asked - so here are my thoughts. This can o'worms has been opened
before. Everyone has their own opinion.
>-- But face the facts
>-- advertisers *want* this model.
Of course they do----wouldn't anyone want a freebie. I'd
want cost per action too. No commitment, I could send half
baked copy (not investing too much), and get out whenever I
wanted. No skin off my back. The publisher absorbs all the
risk.
>-- So you're looking for
>-- (*gasp*) a quality online branding option.
Does everyone know how to do quality branding on the Web?
Can't wait till someone commits the significant dollars
necessary to exercise branding on the Web for national
products. Until then, most sites/registration
form/advetising copy are either difficult to
register/non-pleasing to visit/or are ugly, etc. If the
company who built the site can't register a customer because
maybe the form is to long or it is an ugly unappealling
site/banner--
Well, that is not the fault of my site and we won't be
paying any bills from running their ads on my site. We
would then end up fixing their site/banner or registration
form because they don't know how to market, investing more
time & money. One client I ran a registration form for did
not even have the right tools on his end to receive the
orders when they came in! Then they would not pay us.
Hopefully, this will go away in 5 years when marketers
become more accustomed to the web and what works.
>-- You want to pay per action -- only when someone gets to your
>-- website via clickthrough.
I don't know about other sites, but find it difficult to
give inventory to people who don't know how to market,
especially when we have valuable advertisers paying to reach
our audience. It is not fair to them.
This reasoning seems to be falling on deaf ears as "some"
continue trying to get something for nothing---with no
thought or development going into producing copy that will
get results.
It is amazing to me that sites seem to be 100% responsible
for whether an ad works. I think the tables should be
turned. Publishers did not just fall off the turnip truck.
Take a good LOOK at some of the copy. Creative is one of the
most important aspects, in any ad campaign. It is the
thing that helps produce and get results. Bad copy is not
the publishers fault. Of course, the advertiser blames it
on the site, and runs away scott free with a million
impressions. Yipee!!!
It is not right in TV, Radio, or Print -- and it is not
right to stick it to a publisher on the Web.
Again, this is the flip side of the coin for CPA, which we
have discussed before in this forum.
Carol Dawson
cdawson_at_broadcast.com
Voice: (800) 342-8346 X2152
Fax: (214) 748-6657
2914 Taylor St.
Dallas, TX 75226
Sr. Account Executive
http://www.broadcast.com
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