Question

Topic: Advertising/PR

Who Should I Pitch Our New Unique Ad Technology?

Posted by Anonymous on 3/31/2008 at 6:08 PM ET 125 Points
I'm VP New Biz for a media placement & tech firm that just rolled out a truly unique advertising medium: an instant callback button for websites that shows a full motion video with synced audio-by-phone before connecting the consumer to the CSR. We think it's great stuff for advertisers because there's no need for demographic info--the surfer on the line is in the market for products on that website right now. It's great for website operators because it's a CRM tool, a means of enhancing conversion rates, and a source of revenue (rev share from ads). We have committed hosts and advertisers willing to pay multiple dollars per impression already, but that's in our home world of Cable TV. We want to launch in the Internet more broadly, and don't know who we ought to approach with it. Can any one suggest who we should pitch it to? Perhaps firms who develop websites, or firms who specialize in Internet ad strategies? Any advice you could offer would be vastly appreciated.
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RESPONSES

  • Posted by AdsValueBob on 3/31/2008 at 6:28 PM Member
    Please provide your contact information and web site so we may view your technology and possibly contact you.
  • Posted by AdsValueBob on 4/1/2008 at 12:20 PM Accepted
    I appreciate the benefits of this type of ad; however I get a feeling of intrusion on the prospect and possible abandonment.

    The point I don’t care for is that you are Not Connected first, and then “forced” to watch the video while waiting to be connected.

    Maybe you might consider a slight change in the web portion, and be able to make more money.

    How about having 2 shorter commercials? The first pays full price and the second pays a much lower price. Change the message to say that “We’re connecting you now – please enjoy our video feature while waiting. The next available Sales Associate will be with you momentarily.”

    Connect them immediately by calling them back and starting the video. It always plays to the end of the first video, and then the call connects to the live person sometime during the second video.

    As for your original question, how to promote it on the internet, I suggest:

    1. I would start with more sophisticated web site developers / design consultants can be a force at promoting this technology. If someone is talking online chat, then they could present this product. I would think that smaller mom & pop site builders would not get involved.

    2. Ad agencies that also do web design I would expect would be a better avenue because they are more likely to be discussing methods of advertising with a client, and they could also implement.

    3. Advertising on ad networks (or use Google Adwords) specializing in Advertising and web development forums, trade shows, blogs, etc.

    4. It looks like you also have some vertical industries in your demos – advertise in their trade publications and sites.

    5. I would also make your demos accessible – no UN and PW – just let people access them to eliminate that hurdle to showing your product and stimulating interest. Capture their user information after the demo for somewhat pre-qualified prospects.

    Hope this helps.

    Bob
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