Re: UKNM: More webwashing

[Sajid Mohammed]

---Ray Taylor <

taylornmcadplan [dot] com

> wrote:

>

> Sponsorship, sponsorship, all the anti-ad netties love to talk about

> sponsorship. But what do they mean? A banner campaign by another name, and

> one where the ROI is hard to pin down.


No! Sponsorship is emphatically *not* banner advertising! Let me cite

a case study from AEP. O&M were working for IBM and decided to sponsor

the business section on This is London. This makes sense because IBM

in general has higher mindshare amongst crusty CEOs and CFOs than

young cynical anti-ad netties, to borrow Ray's wonderful phrase!


Industry average clickthough in the US (according to a recent O-A list

posting) ATM is something like .5%. This campaign got something like

17%. And don't tell me ROI with sponsorship is harder to quantify -

it's as easy as you want to make it. If you can't tailor your solution

to measure effectiveness, I'm not going to tell you for free!


Do the research, crunch the numbers, add a modicum of common sense and

a pinch of genius and you too can be getting clickthroughs like these.


Banners aren't ideal - but they are there in the marketplace and they

are 'good enough' like so many aspects of the Internet. Rick Sareen

pointed out to me the other day that early TV ads were basically radio

ads i.e. men in suits behind desks exhorting housewives to buy Omo.

Gradually the industry adapted to the new medium in a number of ways,

such as advertiser-supported programming or soap operas in the US.


Which is kind of like sponsorship? Last time I looked, the UK's

top-rating TV programme was a soap opera sponsored by Cadburys. Bloody

awful brand fit if you ask me though - Cadburys should have held out

for a Crossroads revival, both being fine Brummie institutions!


Sajid Mohammed

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