| Forum Home | ||||
| Press F1 | ||||
| Thread ID: 24459 | 2002-09-11 22:46:00 | Ad-Aware won't go... | mark c (247) | Press F1 |
| Post ID | Timestamp | Content | User | ||
| 78631 | 2002-09-13 00:05:00 | Just want to take the opportunity to wish you well in your new job too, Kerry. I bet IDG will miss you! I won't ask you where you are going in case you don't want to say, but if it's not too personal, are you staying in NZ? Glad to hear that you'll still be with us on Press F1 though. Good luck anyway. :-) |
Susan B (19) | ||
| 78632 | 2002-09-13 00:11:00 | No, I don't mind saying, although I daresay there will be a few groans from people :-) I'm going to Xtra to become their Media Systems Administrator. It's a technical role doing the ad trafficking (loading, maintaining and reporting on ad campaigns), among other things. I've been wanting to go down the technical route for a while now, so this suits my career-development very nicely. First step on the route to 'Uber-Geek-Girl' - can't compete with you though Susan! ;-) You've got very big footsteps to follow in! :D |
Kerry Dodds (1477) | ||
| 78633 | 2002-09-13 07:31:00 | Kerry, Could you clarify something for me? Do the website owner(s) get paid when the banner is displayed, or when the veiwer clicks on the banner, and goes to the advertisers site? I'm wondering, because if it was the latter, advertising may still work for all concerned, even if the images were blocked! |
Chris Wilson (431) | ||
| 78634 | 2002-09-13 08:42:00 | Hey Chris, An advertiser normally buys X amount of ad impressions at a set CPM (cost per thousand ad impressions), rate . So for example, if they buy 20,000 banner ad impressions @ CPM$10, it will cost them $200 . The advertiser will book those 20,000 banner ad impressions to run each month, which means they pay us the $200 each month . We provide them with access to reports (or the reports themselves), to show how the campaign is tracking and what the results are . There aren't any sites that I know of that charge on the amount of click-thrus an advertiser gets, as there are a lot of reasons against it . Such as: 1 . The site has no control over the quality or content of the advertiser's material, therefore the site shouldn't be responsible for bad click-thru numbers if the material doesn't work . 2 . Charging by click-thru doesn't take into account the fact that site visitors may type the URL of the advertisers site (if it's on the ad), directly into their browser . These responses aren't measured by ad reporting . 3 . If an Advertiser is running a 'branding' advertisement, the success of the campaign can fully be measured by click-thrus, so how do you measure how many people 'saw' the ad and charge accordingly? 4 . In traditional media, like print, an advertiser is charged a set rate to advertise in the magazine or newspaper - this doesn't take into account how many people did or didn't look or interact with the ad . It also doesn't get charged on the number of people who respond to the ad . To answer the other part of your question, the ads on our sites are served by a 3rd party ad server . We pay them to serve the ads on our site . When the ads are blocked using ad blocking software, the ads don't get displayed, therefore the Advertisers campaign can't be served onto the blocked site - which means the site visitor misses out on a potentially useful ad (or a potentially useless ad, depending on the content/product/service), and the advertiser misses out on a potential click-thru, sale or chance to brand their product/service, etc . To put it another way, if PressF1 was to get 10,000* page views per month (*not actual figures), from 500 visitors (an average of 20 pages per visitor per month), then with 2 ads on every page, we should serve approx . 20,000 ad impressions . This means we have approx . 10,000 banners and 10,000 skyscrapers available for advertisers to buy per month . If 10 of those visitors use ad blocking software, then going on the average number of pages each visitor views (20), we would lose approximately 400 ad impressions out of the 20,000 ad impressions we should be serving . That's 400 less ad impressions for the advertiser to buy, which restricts our potential income for that site . Obviously these figures are approximate, as not every visitor goes to 20 pages on a site . But you get the picture . When the images are blocked, the whole ad, including the ability to click-thru on it, are blocked as well . Sorry for the long explanation, hope this answers your question? Cheers Kerry |
Kerry Dodds (1477) | ||
| 78635 | 2002-09-13 09:30:00 | Kerry. Are you saying Susan B has BIG feet?? (see big footsteps) Hiding under desk Poppa John ]:) ]:) | Poppa John (284) | ||
| 78636 | 2002-09-13 10:04:00 | Thanx Kerry, I had the impression that some people had a pay by click thing going because it was suggested on a website that i used to visit.... Obviously that was not a correct assumption. Most things on that site were suspect. I can see the importance of NOT blocking anything used by this site, I think we all want to see the f1 bills get paid! I still click on the alternative text that appears when the image itself is blocked, should the topic interest me. |
Chris Wilson (431) | ||
| 78637 | 2002-09-13 22:00:00 | > mark c, shame on you!! Everyone knows Kerry is > a Geek Girl. :D Oops. Shoot. Sorry about the gender issue. Good Luck to you Kerry and an excellent bit of a rundown about how the advertising works, cleared up a lot of puzzles. HaveFun@Xtra! :) |
mark c (247) | ||
| 78638 | 2002-09-15 02:50:00 | Poppa J: hehe, no, I'm sure her FEET aren't big, but her Geek-girl-shoes sure are! hehe Mark no probs on the gender confusion ?:| With a name like 'Kerry' being fairly generic, I'm used to getting mail addressed to 'Mr Kerry Dodds' - it's more of a giggle than anything!! Chris I've heard there are some sites that do charge on a pay-by-click basis, but unless they've got strict control over ad content and targeting, amongst other things, I don't think they'd be doing themselves (or their advertisers), any favours . As for clicking on the ALT text - thanx for that - didn't know you could do that . Although I must say, not many of our advertisers use this feature on their ads . . . I'm not entirely sure why, as it's a good feature, but there you go . . . so you wouldn't see ALT text for all advertisers . I guess the downside is that even though the ALT text might get displayed, the ad still doesn't count as being 'served' in the 3rd party ad serving system, so the inventory is still 'lost' to the web site . I promised I wouldn’t do this again, so forgive me for breaking that promise – can’t resist a final rant before leaving… hopefully it doesn’t bore you too much! For me, as an Ad industry member, I am a LOT more aware of advertising than most, and I can tell you now, there's a lot of very bad advertising around . You don't need to be an expert to figure that one out! :-) And as a consumer, I HATE bad advertising . I'm not averse to turning off the TV or walking out of the room to avoid a particularly hated TV ad, but being part of the ad industry, I am aware that by doing so, I may be missing out on some more well-meaning and genuine advertising . It's all about choices and having the full information to make those choices . If you ever intend on doing some online advertising, keep it simple . Make sure you know what you're wanting to achieve with the advertising, monitor it, and don't just rely on the vehicle you're advertising in to do it all for you . Most of the time advertisers don't monitor their traditional advertising (ie . print), and yet, they think that by advertising online, they'll be provided with the 'magical formula' that turns them into a household name, while making them millions over nite . It just doesn't work that way - the same principles apply online as they do in every other medium, and it does take hard work and time to achieve it . From my point of view, I can help you create a campaign that is relevant, targeted and as interesting as the content on the site . I can help push response to your web site or business, but I can't actually sell your products for you . Once the site visitor is in contact with you (by visiting your web site, or phoning, emailing, walking in off the street, etc), that's when you take over . If you don't ask people where they heard about you, you're never going to know what advertising is working for you, so you'll continue to potentially waste money on useless advertising that could be better spent elsewhere . If an advertising campaign doesn't achieve what you wanted it too, don't just automatically blame the site - take the time to try and find out why it didn't work . It might simply be that you chose the wrong site, your creative was inappropriate, or that the visitors weren't really interested in your products, etc, that month! But at least attempt to figure out why it didn't work - it's worth it for any future advertising you may contemplate . If site visitors have a bad experience when they visit your site or company, then all the money you’ve spent on advertising to get them there, is wasted, AND they’ll tell other people about the bad experience, which compounds the problem, making future advertising useless . It's easy to wack together any old advertisement and stick it on a site, but if it's annoying or irrelevant to the audience, do you really think the site visitors are going to take a short side-trip from their regular surfing, to come see what you've got to offer? 9 times out of 10 that would be a 'No'! hehe So if you really want to use advertising for what it was originally intended - giving people information on products/services or companies they want to know about or potentially buy - then stick to the basics . It does require a bit of work, but when done properly the site visitor gets what they want, the Advertiser gets what they want and site itself has achieved the purpose for which it was designed (usually!) - everyone is happy . If all advertisers and sites kept these basic ideas in their head when going about the business of ‘Advertising’, then I’d say that ad-blocking software probably wouldn’t have been invented… after all, what would be the need if it hadn’t started annoying people? Using ad-blocking software can help your surfing experience and can lessen the annoyance-factor of sites and advertisers who continue to ignore the growing number of dissatisfied site visitors - to their own peril . But it can also prevent you from seeing genuine site images, responsible and relevant advertising, and restrict the ad-revenue of your favourite sites, lessening their ability to provide future services and to make money (commercial reality) . You now have both sides of the story, so now the decision is yours to make . It's unfortunate that advertising has become a 'bad' word, as it's original intention was to help people and businesses - I probably have a bit of a crusade going trying to get it back to the basics and back to what it was originally intended for because when it works and works well, I get to see lots of happy people, and that’s what keeps me in the business . Okay, I think I’ve definitely said enough on the topic . Once again, if you’ve got this far, thanks for your time and I hope it wasn’t too painful!! Cheers Kerry |
Kerry Dodds (1477) | ||
| 78639 | 2002-09-15 13:54:00 | Hi Kerry, I would also like to add my best wishes for your career shift to Xtra. I will miss your friendly banter with the other IDG guys and of course advice/info such as you have provided on this thread. Regards, BALDY:-) p/s: Regarding your "groan" comment about Xtra. The satisfied customers far outweigh the whingers by a considerable margin. Xtra is tops as far as I am concerned (even though I will probabnly be cut off any day soon due to being two months behind in my bill payment LOL) |
Baldy (26) | ||
| 78640 | 2002-09-15 14:15:00 | Thanx Baldy - much appreciated! :D | Kerry Dodds (1477) | ||
| 1 2 3 | |||||