Re: UKNM: Advertising A Website?

[Ross Sleight]

Felix Velarde wrote:


> When we created the Snickers web site it was promoted exclusively on-line

> for eight months by Underwired (www.underwired.com) with 140k page

> impressions per week after nine weeks average. Underwired now does all of

> our clients' on-line promotions: indeed our own non-commercial site

> (www.head-space.com) is an exclusively on-line brand with some 100k page

> impressions per month (for a high-end designers' site). Off-line promotion,

> for example for the Snickers site, made almost no difference to traffic

> levels. On-line banners, however, boosted traffic by a significant

> percentage, with click-through rates of around 6-8 percent.

> 

> Felix Velarde

> 

> Managing Director Head New Media


No doubt Felix - and I can wholly support the effectiveness of online

ads...but unless the ads for Snickers offline were devoted to promoting

the online venture then I don't really see it as comparable.  From

offline media promotion dedicated to promoting web sites with our

clients we've seen individual rises averaging 3-5,000 plus visitors to a

site a day (averaging 4- 15 pages per visitor) so the link is there if

the offline creative message is 


(a)	dedicated to selling the online presence

(b)	Highly targeted to reduce wastage


Then there is a big measurable link.  Chucking a URL on an offline ad

will not increase usage (certainly not immediately due to proximity

issues - I ain't near a computer etc.)- it isn't a direct response media

tactic - but it will raise a wee bit of awareness and probably a larger

shift in brand perceptions (old fashioned, recessive etc to more modern,

with it etc.)


Ross