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Technology Stocks : Altaba Inc. (formerly Yahoo)
AABA 19.630.0%Nov 6 4:00 PM EST
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To: Dave Mansfield who wrote (20258)3/5/1999 6:24:00 AM
From: Karl Zetmeir  Read Replies (1) of 27307
 
Here's a recent commentary from pro's who are "in the trade"

>>Subject: Portal Site Advertising

Recently a question was posted regarding the effectiveness
of Portal Site Advertising. As the owner of perhaps one of
the largest gift fruit shipping businesses on the net we
have tried Portal Advertising as a way of increasing our
exposure to potential customers. We have also polled our
customers in regard to Portals. What we have found is the
following. Now, we realize that ours is a specialized market
and what we have found may not prove true for your business
but hopefully it is helpful.

Portal Advertising for us so far brings in a dismal
percentage of sales per the cost. We have found a much
higher percentage of sales from having cobranded stores thru
our affiliate network. It's a much lower cost-even-with us
paying some of the Portals 20% of sales from their Portal
Site. Based on customer feedback we have determined that
today's consumer is educated enough that he can go to a
search engine and find what he wants himself. (or herself)
They don't need a Portal site suggesting or telling them
where to go.

We also found that today's consumer recognizes that if they
are looking for a particular item they can pretty much go to
their browsers address bar, type in what they are looking
for, add a dot com to it and find what they want. The
exception to this is the site Amazon.com . Customers knew
they sold books because of the extreme amount of times they
had heard about it thru traditional media and therefore go
to their site without question when they see it listed on a
Portal - if they have that need.

Granted our results are only based on 50,000 responses to
questions placed on our websites a month ago but it
suggested strongly that the over all branding of the image
thru traditional media was extremely important. In fact 85%
of respondents told us that they do not use Portal Sites to
enter the net or find what they need. Four years ago we took
the chance that an easy remember URL was what we needed. I
still believe we are right.

We are still hold out hope for the Portals but we find that
very few of them are pulling in enough click thrus to make
it worth paying for advertising.<<

I caution everyone the euphoria over search engines ... may
not be anchored in advertisers' satisfaction.

And that's a death knell!
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