|
With
so much bad financial news swirling around
(including reports that online advertising revenue growth
is starting to slow down as the recession takes hold) we
wanted to send you into the weekend with some positive
information to reflect on.
|
Joe
Apprendi, the CEO of ad network Collective
Media, is a long time veteran
of the space who has been through all of the ups
and downs. Few people are as well positioned as he
is to put the prospects for online advertising
into perspective. Joe did that in an extensive
interview with Steve Smith that was posted
in Smith's Behavioral Insider column
today at MediaPost. You have to register
for a free MediaPost subscription (absolutely no
strings attached) to read the full article, "Targeting
Out of a Recession", but it is
well worth doing as MediaPost is a constant source
of valuable insight into the online media world
(which all domain owners are part of).
|
Joe
Apprendi
CEO, Collective Media |
At the start of the
Interview, Smith asked Apprendi how the current
slowdown compares to the last big downturn during the 2000
tech bust (when the dot com bubble also burst). Apprendi
said, "When I was running ad sales at 24/7 in
2000, the rug was really pulled out from under us
relatively quickly when the bubble burst. But there is a major
difference between end of 2001 vs. 2008 going into
2009. Display media in aggregate is a core component of
every marketer's strategy, including Fortune 1000
brand advertisers, not just the low-hanging fruit of
direct marketers. So instead of it being the first to get
cut as experimental media as it was back then, today it
(online) is the core measurable media."
"In fact, we still
believe that even though there will be a downturn in the
ad economy, when people rebudget they are going to
rebudget towards measurable media. There is a big
difference from eight years ago in terms of the mindset of
marketers who now have a tried and true media
channel that works," Apprendi said. Apprendi went on
to make many other salient points that should make you
weekend a little brighter.
|
Good
generic domain names are
like prime real estate. They
represent vacant land where you
can put up a PPC billboard or reach
for the stars by developing a virtual skyscraper
that towers over the surrounding landscape. |
Yes, PPC income
is way down from where it was a year ago, but
overall, those connected to the online advertising
market and online media in general, are positioned far
better than most. This is particularly true of
those who own quality generic domain names because
those names have an intrinsic value that goes
beyond their capacity to generate passive PPC
revenue. Each one has the potential to be developed
into a leading media property in its
category, with a built-in flow of direct navigation
traffic fueling the growth of the enterprise. That
is a key reason that the domain aftermarket (other
than at the ultra high end) has held steady
despite the destruction we are seeing in the general
economy (there is more on this topic in our latest
monthly newsletter
that was sent to opt-in
subscribers).
Certainly everyone
feels the pain when the general |
|
economy suffers as
much as it is suffering now, but how many people
do you know in other fields that you would want
to trade places with right now?
(Posted Nov.
7,
2008) To refer others
to the
post above only you can use this URL:
http://www.dnjournal.com/archive/lowdown/2008/dailyposts/11-07-08.htm |
|
