首页
登录
职称英语
Online Ads After a decade of experimentation, comp
Online Ads After a decade of experimentation, comp
游客
2025-05-29
7
管理
问题
Online Ads
After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Research shows barely more than 1 in 1000 people click on banner ads. What’s more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freeman aims to change all that. Freeman’s company, Betawave, is developing ways to boost visitor "engagement" and plans to charge advertisers not just by each click or view but also by people’s attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in December put $ 22.5 million into Betawave. "Matt’s ahead of the curve," says Sean Finnegan, chief digital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others.
Mad Ave was shocked when Freeman quit as Tribal DDB Wordwide’s boss in June to run a small company called GoFish. Tribal is widely considered to be one of the most successful creators of online ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids’ sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, GoFish, known in the industry as an ad network, had a good reputation among advertisers looking for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year.
Freeman, who has since renamed the company Betawave, says he took the job because he saw unrealized potential. "GoFish was a tiara in the toilet. "he says, noting that the sites Betawave represents share a valuable audience: kids aged 6 to 17 and their rooms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook, according to industry tracker Comscore. That "stickiness" has prompted Dellogg, Hasbro, Nintendo, and others to buy ads.
Still, Freeman knows companies want more evidence to prove that their ads are working. " Advertisers always say, ’why am I paying for reach when what I want is people’s attention?’" That’s why he aims to charge not only for clicks on ads but also for how long people spend on a page and for how much they interact with the brand on a deeper level.
To make that happen, Freeman is borrowing from television, which has been shoring up its prospects with "band integrations"—advertisers can veave their products and messages into the shows themselves. In midFebruary, Freeman launched something called Betawave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clients can integrate their messages into original shows.
For the first such experiment, Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors a production fee to set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two.
Betawave’s success depends on whether visitors are drawn into the branded games and other content or simply watch what they want and move on. But for now, at least, Freeman has the advertising world’s attention. [br] The websites Betaware represents mainly draw attentions of
选项
A、parents of kids aged 6 to 17.
B、a valuable audience to stop by Betaware sites every week.
C、25 million people who would check on Betaware sites monthly.
D、25 million kids aged 6 to 17 and their morns to spend nine minutes at Facebook.
答案
C
解析
本题考查Betaware网站主要是吸引那些人群的注意力?文中第三段提到“Betawave represents share a valuable audience:kids aged 6 to 17 and their moms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook,according to industry tracker Comscore.”即:Betawave网站吸引了一批非常有价值的关注者:6到17岁的青少年和他们的母亲。这2500万人平均每个月会花费十五分钟的时间对网站进行一次访问,而Facebook只能吸引他们花费九分钟。因此,选项C最符合题意,为正确答案。
转载请注明原文地址:https://tihaiku.com/zcyy/4095690.html
相关试题推荐
Thechartbelowshowstheforecastofunitsalesbyonlinehouseholdapplian
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
"10TipsforOnlineInvestors"reads:WhenYouInvestOnline,BeSureTo:1.Rec
OnlineAdsAfteradecadeofexperimentation,comp
OnlineAdsAfteradecadeofexperimentation,comp
OnlineAdsAfteradecadeofexperimentation,comp
随机试题
(29)______[br](32)______A、worseB、harderC、betterC根据上下语境,在放松的环境中,可以沟通过地更好,应为b
【教学过程】 (一)开始部分 1.课堂常规:体委整队,报告人数,师生问好,教师简要介绍教学内容,检查服装,安排见习生。 导入:同学们,今天在上课之前,老师
治疗无排卵性功血,以下说法不正确的是A.雌、孕激素序贯法适用于青春期功血 B.
据对全国规模以上文化及相关产业5.9万家企业调查,2020年上半年,上述企业实现
托架的规格为300mm×70mm×4.5mm,用于与Ф114mm钢管立柱配套使用
继发性闭经,溢乳,以下常见的原因中错误的是A.泌乳素瘤 B.口服避孕药 C.
与消化性溃疡关系最密切的是A.心、脾、胃 B.肝、胆、胃 C.肝、脾、胃
A.生半夏B.苦杏仁C.满山红D.桔梗皂苷E.前胡对妊娠大鼠母体及胚胎均有明显毒
某少儿出生于低氟地区,为其补充氟化物的最佳时间是出生后A.1个月 B.3个月
患者,男,62岁,自5m高坠落半小时,自述口渴。查体:P98次/分,R35次/分
最新回复
(
0
)