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Subject: Re: UKNM: Mo' Banner Blues
From: Deborah Loth
Date: Fri, 12 Mar 1999 13:30:27 GMT

Ray Taylor wondered:

>Why then do so many advertisers still want to do it themselves, without the
>help of an online media agency? Media owners tell me maybe half of all web
>advertising is booked direct. Granted there are few specialist online media
>houses in the UK at present, but even so, some of the mixed web design and
>media/marketing companies (I am told) do a good job too, as do the likes of
>Modem Poppe and BMP Interaction (by reputation).

Is it that the advertisers take a DIY approach, or that media owners are in
fact playing the dual role of media owner and agency? Is it that half of
all web advertising is booked direct, or that half of all web advertising
is sold direct?

I think you'll find that many media owners approach advertisers directly,
often with fully developed, all-in media and creative proposals. Sometimes
its hard to know what they're selling, the media or the
mini-site/screensaver/banner campaign creative production.

Deborah Loth
deborahatoddjob [dot] co [dot] uk
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  Re: UKNM: Mo' Banner Blues, Ray Taylor

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