RE: UKNM: Why Jakob Nielsen hates banner ads

[Bunder, Leslie]

Clay


Nah, the killer app is the one which the likes of Price Costco use and other

US warehouse clubs which is charge a membership fee that then allow people

to take advantage of discount prices!


On the issue of cars...


Recently I enquired about buying a car online via Autobytel and the dealer

that came back to me wasn't as good as deal as I could get walking into my

local dealer!  I told Autobytel about this and they are looking into it!


Leslie

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Leslie Bunder 

Project Manager,  TDL InfoSpace

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> ----------

>

From: Clay Shirky[SMTP:clayshirky [dot] com]

> Sent: 	28 June 1999 21:53

>

To: uk-netmarketingchinwag [dot] com

> Subject: 	Re: UKNM: Why Jakob Nielsen hates banner ads

> 

> > > Go with a targetted CPM of 50 pounds, and 1% click through and

> > > conversion rates, and you're still at 500 pounds a customer -

> > > lousy if you're selling washing-up liquid, but brilliant if you're

> > > selling cars.

> > 

> > Yeah, I buy all of my cars over the Internet... ;)

> 

> You know, its days like these that I feel like a sort of reverse Paul

> Revere, riding around London shouting "the Americans are coming! The

> Americans are coming!"

> 

> I'll tell you the killer app to end all killer apps, and its the one

> Wal-Mart and Freeserve know as well - low prices. The net will lower

> car prices, and within 12 months I predict you'll know someone who's

> bought a car over the net because of it.

> 

> > I can see limited brand awareness value in banner ads, but 'click to

> > action' is a myth perpetuated by media sellers coming to grips with

> > an industry with very little 'air' to sell.

> 

> On the contrary, most sites have too much air to sell by double or

> more, and click to action was pioneered by Proctor and Gamble,

> demanding accountability from their agencies and media buyers. 

> 

> -clay 


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