Re: UKNM: Brand-building banners

[Mike Zeederberg]

The problem is reach : If you're targeting a local market, running a big

budget

TV commercial on 4 channels at prime time will ensure that you reach about

95%

of your target market.  (And you know the ad will work on half of them,

you're

just not sure which half!)  With the web, because there is such a diversity

and

fragmentation of the market, to get that sort of reach is very difficult.

And if

your ad is a brand building exercise (like the frogs and flat eric), you've

got

much better frequency and reach in mass media. Even if you've got a high

penetration of the internet into a market, (and it's only just breaking the

50%

mark), it's hard to compete with the ease of reaching a huge market for

relatively low execution costs in terms of serving it. That's why the big

money

still goes to mass media....


Cheers

Mike


(It's a FANTASTIC day in Sydney today...!)


Ray Taylor wrote:


>

Ashley Pomeroy <arptermisoc [dot] org>

>

> > >>>>True - but my point was that we have learnt to live with TV ads in

> > exchange for free programmes<<<<

> >

> > Yes, by leaving the room and/or changing channel when the appear...

> <snip>  ... there are exceptions - the Budweiser beer frog thing, and good

> > old Flat Eric - but they're very, very rare, and I wouldn't sit down

> through

> > an ad break just for that.

>

> That's my point! That degree of creativity for TV ads is mega-expensive.

You

> could produce a small feature film cheaper. To do Flat Eric or Bud on web

> only would be a fraction of the cost, with a much bigger audience than any

> TV network anywhere in the world would provide.

>

> One day someone in some big fancy ad agency and/or

beer/tentcloth/razorblade

> company will cotton on (pun not intended) to this fact and start ordering

> the big guns to sort it.

>

> When this happends, smart online ads (probably not 486*60 banners) that

> people choose to watch will become the rule, not the exception.

>

> Which will be a good time to start talking about the death of the banner.

>

> Ray Taylor

> If you want to send me a bottle of scotch for Christmas, please note my

new

> work address: York House, 78 Queen Victoria Street, London, EC4N 4SJ

> Tel: 020 7329 7333 Fax: 020 7329 7444

> Sending it by helicopter? Check out:

>

http://uk2.multimap.com/map/photo.cgi?client=photo&scale=10000&X=532500&Y=18

> 1000&width=700&height=410&gridn=181033&gride=532434

> (you might need to join the two bits of that URL together)



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