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Online Advertising is Floating in “Space”
Posted By Robert Gorell On July 27, 2007 @ 12:47 pm In Advertising,Publishing | 3 Comments
On his Publishing 2.o blog, Scott Karp reckons that “Online Publishers Need to Stop Selling Space “. According to Karp, the old media mindset is clouding publishers’ ability to sell advertising.
It’s a simple question with infinite answers: Why sell “space” on a “page” when both are illusions, and the “worldwide” Web is really a universe?
Scarcity creates value, and that won’t change anytime soon. Karp’s advice to advertisers? Refine and focus on geographic locations rather than virtual ones. It’s a great point, and it compliments Bryan’s account of what advertisers should measure .
Shocking, isn’t it, that online advertising might somehow be different than TV or print? The old media crowd seems surprised.
Meanwhile, unlike major publishers, the big ad networks are stronger than ever . Still, that doesn’t say much for what happens after a person clicks-through. Time to start planning  conversion paths …
TV is one channel. Print is another. But the Web consists of infinite channels. And so long as this multi-channel universe expands, banner ads and landing pages with no gravitational core will be floating in space, not occupying it.
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/07/27/more-evidence-that-online-advertising-is-different/
URLs in this post:
 Online Publishers Need to Stop Selling Space: http://publishing2.com/2007/07/26/online-publishers-need-to-stop-selling-space/
 what advertisers should measure: http://www.grokdotcom.com/2007/07/13/what-advertisers-should-be-measuring/
 stronger than ever: http://internet.seekingalpha.com/article/42658?source=feed
 planning: http://www.futurenowinc.com/consultingservices.htm
 conversion paths: http://blog.nomorelandingpages.com/archive/2007/07/27/How-many-of-us-use-landing-pages.aspx
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