Re: Ad network support for 1/2 banners & buttons

From: Joe Bartling <joe.bartling_at_spiderware.com>
Date: Thu, 1 Jul 1999 17:25:53 -0500 (CDT)

JOE BARTLING ORIGINALLY WROTE:
>> we have a couple of clients that use two 234X60 banners in
>> the space of a 468X60. Needless to say, the price is higher
>> (than one 468X60), as it involves us setting up "rich media"
>> target tags.
>>
>> Our network sites like the ads because they look cool (and
>> different), and the advertisers get more variety in what the
>> end product side-by-side looks like. The aggregate
>> click-thru is better than either 2 X a normal 234X 60, or 1
>> "normal" 468X60.

MIKE VAUGHAN REPLIED:
>I found myself laughing out loud with some of these
>statements which must have been made by someone who's never
>opened up PhotoShop before. "...they look cool (and
>different)?!?" Ha. Good one. "Advertisers get more
>variety?" Double Ha.

First off, I GUARANTEE that most of our host websites have
NEVER used PhotoShop. I'll bet you they most don't even own
a MAC. So, what is your point? Is that your litmus test
for "cool"? I've seen some pretty nasty PhotoShop output...

>As an advertiser I would seriously question your charging
>more for giving me HALF the space in which to convey my
>message. I checked your site (and the sites you advertise
>on) only to find the usual .gif and Java banners. There's
>nothing "rich media" about it.

I didn't say we charged more for half the space, I said that
we charge more for 2 234X60s than 1 468X60 gif. That should
make sense to anyone... An advertiser gets BOTH sides of a
"virtual" banner to make their message.

>Second, no ad (either at 468x60 and especially 234x60) EVER
>looks cool.

I disagree, though most banners are "not" cool...

>Forget about 1/2 banners and buttons. What about custom
>sizes based on an individual web page's format. Think about
>the overall experience on individual sites. The
>standardization of the 486x60 banner type ads typically
>benefits those selling the ad space... not the advertiser,
>and certainly not the viewer. I would be interested in ads
>that are well targeted (vs. a mass campaign) and reach the
>target in an unobtrusive manner (designing to the site).
>Isn't customization what the web is all about anyway?
>

Actually, the web is about MASS customization, not just
customization. You will go broke VERY FAST on the web
trying to customize on a one-to-one basis. You will spend
gobs of expensive hours trying to reach your ideal audience
with the ideal content with your ideal "customized" pitch,
only to find that there's not enough volume to pay your
"creative type" fees.

The standardization around banner sizes allows us (and
networks like us) to deliver millions of impressions every
day to targeted audience in a cost-effective manner.

And I think this thread got started by a "creative type" not
an "ad network" type...

I'd like to tell you that you are *special*, but you are
only one of hundreds (and possibly thousands) of
advertisers, looking for "real" ROI, not just something "new
and fuzzy".

>p.s. An Aggregate click-thru 2x of just about nothing
>(0.15%) is STILL just about nothing (or 0.30% for those
>counting).

And continuing to quote these bogus figures of .15% CTR does
not make it true. We, ADSDAQ, (http://www.adsdaq.com) still
deliver millions of banner impressions every day with CTRs
still averaging .50 and greater. And we do it on sub-$6/CPM
campaigns. Some campaigns still get 4-5% CTR. Hundreds of
thousands of click-thrus is not NOTHING, as you claim. What
targeted site or campaign could possible muster up traffic
like that? Oh, maybe one who uses "PhotoShop" ;-) Well,
duh...

Joe Bartling, CEO
ADSDAQ Advertising Network, http://www.adsdaq.com
Nearly 3.000 English-language sites delivering 50 million targeted ad
opportunities for your clients every month at reasonable CPMs...

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Received on Thu Jul 01 1999 - 18:06:31 CDT