RE: UKNM: Re: Banner ads

[Mario Tilney-Bassett]

I think we're all agreed that 'integration' is the way to go...


Fact is though, TV is viewed as THE medium to build an Internet brand

quickly...and the brand has to be built quickly in order to extract the

profit for the VC 


There are two problems with that 'high risk, quick return' approach:

- Lot of sites are using TV

- Internet users are watching less TV 


If I were a canny media owner, I would be charging more for the spots that

did score highly for web users..more dot-coms + fewer targeted schedule

spots = increased ad rates


That means the bulk of a dot-com marketing budget goes towards brand

building on TV 


As an alternative to a costly TV campaign, we are looking at radio to build

brand and to that end have merged online agency 4DC and radio specialists

Market Tiers. 


Common sense really - radio can be listened to while using the web so it

makes senses to get the media working together.


Online and offline marketing can be easily integrated under the same roof. 


(Yes, yes, yes - I know this is a <minor> plug but I have read enough of

them on this list so I thought why not jump on that self publicity

bandwagon)



***********************************************

Mario Tilney-Bassett

Market Tiers 4DC

29-55 Gee Street, London, EC1V 3RE

Tel: 020 7253 8888, Fax: 020 7253 8885

Mobile: 07796 336 659

www.markettiers4dc.co.uk




-----Original Message-----

From: Ray Taylor [

rayeyeconomy [dot] com (mailto:rayeyeconomy [dot] com)

]

Sent: 29 September 2000 16:38

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Re: Banner ads



Andrew Broadhurst <

broady22hotmail [dot] com

> said:


> IMHO I believe that banner ads used within the context of an integrated

> marketing campaign will be as effective as they ever can be.


Absolutely! A lot of advertisers treat online/offline media as entirely

separate entities when for dotcom advertising, integrated campaigns work

very well and for the reason you give:

[Sam says: msg chopped]


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