Jun 21, 2000
SUMMARY: Little tiny things can sometimes make or break an online advertising campaign. Such as a red banner versus a yellow one with the same message. Hear which won.
(Note: if you are trying to impress media buyers, definitely check this story out.)
TotalWoman.com, a new women's site represented by Cybereps, wanted to line up potential sponsors and advertisers prior to launching.
Cybereps decided to run a banner campaign to market the site to media buyers. After evaluating every marketing site out there, "There are a million of them," noted campaign media buyer Hank Deardon, they chose to run on four of them: ChannelSeven, AdWeek, MediaWeek and AdAge.com. "I chose them because they were highly targeted to online media buyers and I got good deals -- I got good cpm, good reports and people got back to me quickly."
Cybereps tested two different banners, both with a sweepstakes "Win a Weekend at Canyon Ranch" offer calculated to appeal to media buyers, the majority of whom are female. The first banner was a yellow background with red lettering, the second switched colors (red background with yellow lettering.)
Response to both banners was virtually identical, "except for MediaWeek where our yield went up 35% on the second one, so if you're gonna run on MediaWeek, run in red!" Deardon also noted, "The best deal was AdAge.com. It cost twice as much as the others but it yielded five times as much."
The media buy netted out to an average $60/m.