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STEPHEN GABRUSH WROTE:
> I've got a question regarding the ad banner sizes set
> out with the IAB. I'm working with a web site that
> currently does not want to sell online advertising
> space via the banner size standards set forth with the
> IAB. Am I going to have alot of troubles trying to sell
> my inventory due to the fact that we do not go by these
> size standards?
Most advertisers shy away from the majority of the
standard sizes and just go with 468x60. Some of them
are willing to utilize other standard sizes. However,
if you're trying to sell non-standard sizes, it is more
than likely to cause problems.
The advertisers have a 468x60 ad already, and some of
them have buttons, micro buttons, and smaller banners
to complement those banners. As a result of this, they
can handle any campaign utilizing standard sizes.
Moreover, they can't handle any campaign that doesn't
utilize standard sizes.
What this comes down to is that advertisers will need
to create a campaign with just your site in mind (and
the knowledge that this campaign probably won't be able
to be used on any other site). Since this is an added
expense they would not have with someone following the
IAB/CASIE guidelines, many of them are going to pass it
up unless you can offer them something that another
site in your field can't (i.e. a great deal of
traffic).
Shane Sacobie
VGF.Net
------------------------------------------------------------
Goto
http://www.vgf.net for the latest gaming info, updated daily.
From nobody 15 Dec 1999 12:45:20 -0800
From scm_at_www.com 15 Dec 1999 12:45:20 -0800
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Date: 15 Dec 1999 12:45:20 -0800
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To: online-ads_at_o-a.com
From: Brian Stauffer <scm_at_www.com>
Cc: online-ads_at_o-a.com
X-Mailer: Web Mail 3.0
Subject: Re: Viral Marketing
RICHARD PESTES WROTE:
> Can anyone offer examples or case studies of viral
> marketing campaigns that have worked, or even not
> worked?
Hey Richard,
Here is my testimony: We put together a viral
marketing campaign for Interscope records, we put
together 30 seconds Flash movies (really a commercial)
for CD's that are about to hit the stores, or web sites
that have been built for particular artist. We then
sent them out to those that were on the mailing list.
We found about a 4-10 person ration of forwarded
emails to friends and family. However, we feel the
reason they forwarded the emails was because of the
excitement of the movie (basically it looked really
cool). How much did it cost? We charged about $1,500 a
movie, and then add on email farming cost. Overall
about $5,000. We didn't collect the email addresses,
the company did that and I can't tell you how many they
have, but I do know that this is one of their cheapest
means of advertising. Viral marketing can work, but
only if you have substance that impacts someone enough
to forward the email, i.e. cool graphics, interesting
content, etc.. That's all.
Brian Stauffer
SCMedia
scm_at_www.com
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Received on Wed Dec 15 1999 - 14:22:53 CST
