Re: Is it an impression? A clickthrough? No it's a

From: Clint Ballard <clint_at_accelerationsw.com>
Date: Thu, 4 Mar 1999 10:47:44 -0600 (CST)

result!
Sender: owner-online-ads_at_o-a.com
Precedence: bulk


LEO SHEINER WROTE:
> Personally I have always felt that the whole debate about
> what is an impression or what is a clickthrough is pretty
> sterile. Michael seems to feel that the lack of agreed
> standards is a major issue for advertisers. Many would agree
> with him, but it is this discussion and indeed that of how
> important is CTR which I feel is embedded in an outdated
> advertising model that come from an earlier paradigm. I hope
> that is contentious enough to generate some hot replies <g>.
>
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I think that the current online advertising industry is
definitely hampered by the extreme uncertainity associated
with campaign execution. Not only is it impossible to know
the most basic things, such as how many computer screens did
the banner appear on, more esoteric things, such as if the
banner was actually seen by a person are even tougher to
measure. All of this combined with the wide latitude in the
programmable settings of the various ad servers out there,
combine to make possible an order of magnitude performance
difference in otherwise identical campaigns, eg. the same
banners on the same site at the same time.

Having extensive experience buying online advertising, my
only recourse was to start with small test buys and
calculate the actual cost per conversion, regardless of the
listed CPM, CPC, etc. After a test campaign establishes the
cost per conversion, I can then decide whether to ramp up or
not. After ramping up, all campaigns need to be monitored
on a regular basis to make sure nothing significant has
changed. In other words, it is a lot of work.

With such a large risk on the buyers of online advertising,
I feel that it is the online advertising vendors' OBLIGATION
to provide a satisfaction guarantee or at the very least a
performance guarantee. Therefore, I offer 100% satisfaction
guaranteed cost per click and cost per download advertising.
 This eliminates all the risk from the execution of an
online campaign, since if the cost per conversion is not
acceptable, I don't charge anything. Unfortunately for most
buyers, I am the exception, not the rule and "Buyer Beware"
is the approach that needs to be taken.

Clint Ballard
clint_at_accelerationsw.com
http://www.clicksales.com/ and http://www.downloadsales.com/


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Received on Thu Mar 04 1999 - 11:19:34 CST