Re: Ad-blocking Software

From: Markus Schneider <schneider_at_bucher-reisen.de>
Date: Wed, 21 Jul 1999 11:51:44 -0500 (CDT)

Branding: Sponsoring only for the giants?

SUSAN KUCHINSKAS WROTE:
>I still think the right banner in the right place can work,
>but I believe online branding has moved on.

For sure there is an evolution in internet advertising and
online branding has moved on. You are right. But there are
definitely not so many websites out there which you can
compare to Yahoo!. Sponsoring is a way to block ad-blocking
software, but is it a branding device for every website
owner?

As a smaller website owner, you surely can exchange content,
but you won't get paid for it, will you?

SUSAN KUCHINSKAS ALSO WROTE:
>(P&G is one of the largest advertisers in the world and does
> mostly brand advertising.)

Exactly. And Yahoo! is the most powerful advertising site.
Giants. Both. But what do you tell all the 60 Mio. small
website owners now?

Banners are not dead and I wouldn't think too much about
ad-blocking software. Just as AB said, there aren't so many
people using this software and those who use it are not at
all interested in ads. And if you can supply really useful
information, you could say that on your banners and thus you
will also get some click-through.

Let me give a branding hint to all website owners without
billions of marketing budget:

find small, anyhow related, high quality websites, exchange
banners, content and maybe even sponsored sites. Give your
contents away for free. If you are able to design a web
page, you can design a co-branded webpage as well. And doing
this maybe you can even get email-adresses of people
interested in your product just as P&G does it and so you
don't have to buy banner advertising and hope for a nice
CTR. ;-).


Markus Schneider
Internet Marketing
Bucher Reisen
Germany

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Received on Wed Jul 21 1999 - 12:14:28 CDT