onlinEADs
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 mADisonAvEnuE 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 inDECEmBEr put $ 22.5 million intoBEtAwAvE. "mAtt’s AhEAD oF thE CurvE," sAys sEAn FinnEgAn, ChiEF DigitAl oFFiCEr At stArCom mEDiA vEst, whiCh Buys ADs ForCoCA-ColA, proCtEr & gAmBlE, nintEnDo, AnD othErs.
mADAvE wAs shoCkED whEn FrEEmAn quit As triBAlDDB、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, AnDCArtoonDollEmporium, 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 ByDisnEy 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 CompAnyBEtAwAvE, sAys hE took thE joB BECAusE hE sAw unrEAlizED potEntiAl. "goFish wAs A tiArA in thE toilEt. "hE sAys, noting thAt thE sitEsBEtAwAvE rEprEsEnts shArE A vAluABlE AuDiEnCE: kiDs AgED 6 to 17 AnD thEir rooms. thE 25 million pEoplE who stop ByBEtAwAvE sitEs EACh month spEnD An AvErAgE oF 15 minutEs pEr visit vs. ninE At FACEBook, ACCorDing to inDustry trACkErComsCorE. thAt "stiCkinEss" hAs promptEDDEllogg, 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 CAllEDBEtAwAvE 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. thEDisnEy 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.
whAt CAn you inFEr From thE wholE pAssAgEA．BEtAwAvE is ConsiDErED to BE thE most suCCEssFul ADs CompAny.
B．wE will proBABly sEE somE populAr stArs in thE viDEos mADE ByBEtAwAvE.
C、BEtAwAvE’s suCCEss DEpEnDs on how mAny pEoplE’ AttEntion AnD CliCks ArE DrAwn in onlinE ADs.
D．FrEEmAn plAns to ChArgE sponsors to sEt up sitEs likEBEtAwAvE’s.