Note: This column represents the opinions
of the writer and as such, is not represented as fact|
As I mentioned yesterday, online retailers
need to advertise and create awareness of their online presence -- and that
generally means advertising.
the contents of Aardvark's "million-dollar ideas" notebook
are revealed for all to see!
Now, if you read the industry newswires, you'll have heard that the bum has
dropped right out of the online advertising market -- so buying a whole
bunch of banner ads ought to be dirt cheap right?
And, because of this crash, anyone who has contemplated trying to earn some
extra pennies by carrying banner ads on their own websites will have soon
realised that it's hardly worth the effort.
Need Cutting-Edge Copy?|
As NZ's longest-running online commentator, I'm looking for
extra syndication opportunities for this daily publication -- or I'm happy
to write casual or regular material specifically to order for print or
Net-based publications. If you're
interested, drop me a line
Unless you have massive traffic (we're talking tens or hundreds of thousands
of visitors a day) then the returns simply aren't worth the hassles -- and
if you have that much traffic then your site is probably costing you a heap
to run so you're still going to end up in the red.
However, things seem to change dramatically when you go out to buy a bunch
of banner ads. Suddenly the price seems inordinately high and, given the
incredibly low click-through rates most online advertising produces, one
really has to question the overall cost-effectiveness.
Now that the "let's spend money like water" attitude of the late 1990s dot-com
boom has passed, the online advertising industry is really going to have to come
up with something a little better than banners, bigger banners, even bigger
banners, pop-ups, pop-unders and interstitial advertisements. None of these
seem to be producing satisfactory results at an affordable price.
One has to ask however, is the reason that online advertising is such a poor
performer due perhaps to the fact that most of the stuff being advertised
is just dead boring and unattractive to Net-users?
When I see yet another advertisement for a product or service that represents
neither a great bargain nor an innovative breakthrough why on earth would
I bother clicking?
A growing number of TV ads are entertaining and humorous; print-media
ads are often interesting and informative; but most web-based ads just
seem to be boring and intrusive.
So what can we do about it?
Well as regular readers are aware, Aardvark is an ad-free zone -- supported
by the kind donations (hint, hint) of readers. However, I am quite happy
to promote products and services that meet the criteria of being either
exceptionally good value or interesting and exciting.
In order to help out those online entrepreneurs, I am about to add a new page
to the Aardvark site that will carry advertisements for qualifying products
or services. No, there won't be any banners on this page so your daily
read will remain ad-free.
By keeping the "advertising page" filled with great deals that will almost
certainly be relevant to Aardvark readers I'm hoping that most visitors will
view that page and its ads on a regular basis. This should provide the
advertisers with the exposure they're seeking without irritating the several
thousand people who drop by to get the latest industry news and commentary.
Advertisers will also know that people have made a conscious choice to view
their ads so those impressions will be significantly more valuable than just
another involuntary appearance on some other site.
If you're offering a product or service that you think might qualify then
drop me a line and, if I agree, I'll give you a couple
of weeks *FREE* advertising with no obligation to continue.
Now *that's* a deal worth advertising -- right? :-)
Save The Aardvark Fund
Yes, I have had several donations to the Aardvark fund and I thank those
who put their money where their mouse is :-)
If guilt is gnawing away inside you then there's still time to donate.
Just drop by and
hand over your loot.
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