Re: Flycast: Zero-Based Media Planning,Site Neutral Optimization

From: Wayne Browning <info_at_homepagers.com>
Date: Wed 10 Nov 1999 03:13:39 +0500

HAVAH HOPE WROTE
> I do not understand this statement. If I want to
> focus on ROI as a measure of the success of a
> campaign, why does that mean I am not focusing the
> ads. I would guess that ROI would be higher from a
> targeted ad campaign.

SHANE SACOBIE REPLIED:
> As I said when I began my response, you are correct.
> Traditional ROI would go against what I said, but
> new, different ROI supports it. Until advertisers
> begin to realize there is more to advertising than
> getting clicks (unless that's the purpose, but even
> in that case, with such broad campaigns, getting
> qualified clicks is difficult), ROI will mean
> untargetted ads for much of the internet (someone
> recently mentioned 98% of net ads as being
> untargetted). However, when advertisers are only
> concerned about clicks and are not as concerned about
> actual ROI (quality of branding, quality of people
> who see the ad, etc.), they believe the low CPM
> campaigns to be their best bet. When this is what
> advertisers are most interested in, and if pushing
> for targetting is going to cost a company with such
> large demands (1400 sites) potential ads, they are not
> going to be pushing targetting as heavily as they
> perhaps should.

I agree wholeheartedly but the problem also seems
related to the way media buys are done. buying through
networks that promise but rarely deliver the targetting
one would like to see. To me the evolved media buyer
will need to his/her homework and research to best
place their client's ads. The networks after all buy up
the smaller sites and offfer them in bulk. They charge
more than the individual sites would directly due to
admin and infrastructure costs. A lean and mean media
buyer needs to be able to research and locate those
individual sites for their clients to be really doing a
professional job. Am I out to lunch on this one?:-)

Wayne Browning





Received on Tue Nov 09 1999 - 16:13:39 CST