Re: Ad supported b2b sites

From: Robert Bradford <muskegon_at_mediaone.net>
Date: Tue, 29 Jun 1999 17:47:58 -0500 (CDT)

Mike Ogden wrote:
>Just wondering if anyone has insight on at what point a site
>generates enough traffic to be attractive to advertisers. I'd
>especially like to hear about examples in the b2b area.

That traffic volume is the only thing that attracts b2b
advertisers is a puzzling fallacy. Advertisers pay money
because ads generate sales. This means that you may be able
to attract ad money with very low-volume, but high-quality
traffic. Since banner ads seem to be generating lower and
lower click throughs, some advertisers may find more profit
in pay-per-click or pay-per-sale deals on low-traffic sites
that are focused on their target markets. I'd certainly
consider this more attractive than the current
pay-per-impression model that dominates search engine
advertising (in fact, I am looking for more pay-per-click
and pay-per-sale outlets for my ads right now). At the end
of the day, the margin generated by an ad dollar is what is
important, not how many impressions you can dish out. So,
take a look at WHO is coming to your site, and WHY - you may
only have 100 visits a week, but they could be valuable,
high-quality prospects for an advertiser who is frustrated
with the volume-driven model.

Robert Bradford
Center for Simplified Strategic Planning
http://www.cssp.com

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Received on Tue Jun 29 1999 - 18:28:43 CDT