Poor strategy
I’m running a campaign for someone right now - it’s acquisition focused (landing page with a form) but the problem is that in order to sign up, you have to already be “a member.” So he’s running these ads on 20 or so different sites and people who see the ad and are interested in their offer can’t act on it unless they’re already a member. They’ve served up around 9 million impressions so far and have gotten only about 150 sign-ups. If they’re paying a $10 CPM that’s $600 per sign-up and this program is just so that they can give some stuff away for free.
December 15th, 2007 at 10:25 am
re online advertising
I have a friend who recently quit Sudler & Hennessey’s interactive division, Avenue-e Health Strategies. While Sudler has a sterling reputation, according to her, she was amazed how incompetent both the management structure and employees of the interactive division were.
2 questions:
Do interactive agencies attract lightweights?
Why does everyone need to be some kind of “manager” in all interactive agencies. She told me that Ave-e had “project managers” that had sub-100 IQs. And a creative director with absolutely no idea what he was doing.
Thanks.