Hi folks,
I've read several messages here over the last several months
related to auctions of banner advertising space. Lots of
pros and cons and good insights, but most of the discussion
has focused on the larger search engine type sites selling
slices of inventory.
I work with a number of trade and professional associations
where from an advertiser's perspective access to a
particular market far outweighs overall numbers whether it
is in print or online. Needless to say, it is very difficult
to come up with banner pricing as there are few benchmarks
to rely upon in these markets. Comparisons to what companies
are willing to pay to advertise in journals or association
magazines, exhibit at conference tradeshows or to be
sponsors of special programs all help to some degree. But it
is still a bit of apples and oranges.
On top of all of that, these advertisers are often some type
of allied or associate members meaning that the association
has some responsibilities for fairness among their potential
advertisers. The option for example to lock up for extended
periods a back cover advertising spot on an association
magazine has long been a hot topic of debate in many of
these organizations.
The auction strikes me as a way to help organizations like
this achieve two somewhat competing goals. It provides a
mechanism to fairly price online space and offers a
mechanism to give everyone an opportunity to get in on the
action. I'm not suggesting this for all of the banner
advertising, nor for short runs. Rather I was thinking about
using auctions to sell for example three, one month
positions on the front page, or similar positions on a high
traffic area such as an industry news section.
I'm wondering what people on this list (who have much more
advertising knowledge and experience than I do) think about
this approach. What would you see as potential problems or
issues that might arise now or in the future? Is this being
applied elsewhere? Does it work?
I look forward to comments.
Tom Lehman
Lehman Associates
tlehman_at_ansible.com
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Received on Fri May 14 1999 - 20:41:01 CDT
