[BusinessTeam] FW: CATCH OF THE DAY: Ads that work

Message-ID: <6B75EF096AE0BE428B8CEDEA89C5F6327822F4@exchange01.lab49.com> · Tue Dec 05 16:34:14 2000 UTC

-----Original Message-----
From: Redherring.com [mailto:catch_of_the_day@listserv.redherring.com]
Sent: Tuesday, December 05, 2000 10:31 AM
To: scolamarino@mail.com
Subject: CATCH OF THE DAY: Ads that work

  <http://tm0.com/sbom.cgi?s=36073028&i=282585&f=HTML>

   <http://www.redherring.com>

	D E C E M B E R   5 ,   2 0 0 0
  <http://www.redherring.com/images/spacer.gif>
 <http://www.redherring.com>

  <http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>
<http://www.redherring.com/about/authorBios/rafe_needleman.html>

Ads that work

Shelby Bonnie, CEO of the online publishing company CNet, is bullish on
Web advertising. He predicts that the medium's effectiveness will advance
dramatically in 2001.

  <http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>
  <http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>

<http://www.redherring.com/images/catch_of_the_day_files/new_topstories3.g
if>
  <http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>
<http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Merck
<http://www.redherring.com/investor/2000/1205/inv-merck120500.html>
prescribes VC for drug distribution
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Cambridge
<http://www.redherring.com/vc/2000/1205/vc-bluetooth120500.html> Silicon
Radio tunes in Bluetooth
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Blackberry
<http://www.redherring.com/companies/2000/1205/com-rim120500.html> picked
to be the American I-mode

Shelby says that although current online advertising models can be
effective (especially contextual advertising, that is, ads placed near
appropriate editorial), the whole online advertising arena could benefit
from some concerted research, and just plain change.

In almost four years, the standard, accepted advertising units have not
changed. Web site salespeople still sell banner ads, and media buyers
still buy them. But because banners aren't big enough to tell a full
advertising story, they're designed to get people to click through to the
advertisers' sites. And the typically low clickthrough negatively affects
the worth of the ads, and thus sites' revenues. Publishers need standard
units that say more.

Hence the upcoming rollout of dramatically different new advertising units
-- they'll be bigger, both in dimensions and download size -- and new site
layouts that let these functional advertisements stand out more.

Readers may balk initially at larger ads, but the new units are really
only keeping up with technology (bigger screens, more bandwidth), not to
mention taking advantage of four years' experience in a still-new
publishing medium.

Disclosure: I used to work for CNet, and I still own stock in the company.
CNet also recently acquired ZDNet, which owned a small percentage of Red
Herring.

 <mailto:rafe-needleman@redherring.com> -Rafe Needleman

FURTHER READING
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Will readers  <http://boards.redherring.com/WebX?13@^21382@.ee6d742>
tolerate new, bigger ad units? Discuss!
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   The
<http://www.redherring.com/industries/2000/1005/ind-netad100500.html> rich
get richer off ad dollars
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Company
<http://www.redherring.com/cgi-bin/pci-query.pl?session=952362060546875&pr
f_id=4816&format=CMP-PROF> profile: CNet
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Company site: The Internet Advertising  <http://www.iab.net> Bureau
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Microtargeted
<http://www.redherring.com/mag/issue71S/news-onetoone.html> ads: next wave
or never? (1999)
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Privacy
<http://www.redherring.com/investor/2000/0131/inv-dclick013100.html>
advocates decry Doubleclick (January)
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   CNet
<http://www.redherring.com/companies/2000/0313/com-headcount031300.html>
had a CEO change-up in March
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Lunch with the former  <http://www.redherring.com/cod/102699.html>
boss (1999)
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   New technology  <http://www.redherring.com/mag/issue63S/news-ads.html>
reanimates Internet advertising (1999)
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   CNet bought ZDNet in  <http://www.redherring.com/cod/2000/0720.html>
July
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Ziff-Davis's
<http://www.redherring.com/insider/1999/1209/news-ziffdavis.html>
magazines were sold in 1999

MORE NEWS
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   NTT  <http://www.redherring.com/investor/2000/1205/inv-ntt120500.html>
rides the wireless tsunami
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   IPO  <http://www.redherring.com/ipo/2000/1204/ipo-ahead120400.html>
week ahead: the fourth-quarter freeze
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>    <http://www.redherring.com/vc/2000/1205/vc-ltr-dealflow120500.html>
Dealflow: VCs pouring money into Xdrive
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/industries/2000/1205/ind-shoptalk120500.html>
Shop Talk: Ann Taylor goes cyber
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/industries/2000/1204/ind-global120400.html>
Global Currents: Why can't U.S. firms get it right overseas?
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>   Games get  <http://www.redherring.com/mag/issue87/mag-games-87.html>
serious

You are currently subscribed to this newsletter with the address
scolamarino@mail.com. If you wish to unsubscribe, please go to our Member
<http://www.redherring.com/enewsletters/subscriber_first.html> Services
page, sign in using this exact address, and follow instructions to
unsubscribe.

  <http://www.redherring.com/images/catch_of_the_day_files/spacer.gif>
<http://ad.doubleclick.net/jump/CODredherring.dart/COD120500;pos=1;sz=120x
240;ord=?>

More From
Redherring.com
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>  <https://www.redherring.com/service/circ/subs_WQ.html> Subscribe to the
Magazine
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>  <http://www.stockmaster.com/?ad=rhenews&adsource=enews> Visit
Stockmaster
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/subscribe/42.html
> Subscribe to E-newsletters
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/unsubscribe/42.ht
ml> Unsubscribe
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/market/43.html>
Visit the Marketplace
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/rh_member/27.html
> Become a Member
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/search/45.html>
Search Redherring.com
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/om/j/business/rhcom/vcps/ht_member/24.html
> Become a Herringtown Company
 redot
<http://www.redherring.com/images/catch_of_the_day_files/bullet_filled.gif
>
<http://www.redherring.com/jump/ev/j/business/rhcom/vcps/events/44.html>
Register for Events

 <http://www.redherring.com/herringtown>

<http://ad.doubleclick.net/jump/EMAILredherring.dart/dlj000000;pos=0;sz=12
0x240;ord=?>