Does Online Advertising Make Sense?
That’s the headline at Sacramento Executive, in an article that questions Logo Jeez’s choice to sponsor TechCrunch. (Caveat, FM earned commission for putting the sponsorship deal together.)
“Does online advertising make sense? That was going to be my topic for this post. This morning I sat down at my computer and decided to write about LogoJeez.com. Why? Because Logo Jeez is one of six advertisers, spending $10,000 per month to advertise this ad on TechCrunch.com. I was fascinated that a company I had never heard of would spend that kind of money on advertising.”
I posted this comment to the story:
I run sponsorship & ad sales for Federated Media, a company that works with TechCrunch to help build & sell marketing programs. While I can’t disclose exact figures regarding the Logo Jeez deal, I’d like to share a recent (and public) case study from another adveriser on TechCrunch, Adobe. From a post at my site, ChasNote:
…Adobe has been running ads for Flex 2 on TechCrunch (an FM site), and caught the attention of blogger Ryan Stewart (Digital Backcountry). Folks at Adobe must be thrilled that their ads are driving editorial coverage by influential authors.
The bummer is that Ryan really didn’t like the banner creative. “How can a company so ‘in’ with designers have such horrible advertising? I don’t get it? Do these appeal to anyone? Am I crazy?†Instead of hiding their heads in the sand, though, the Adobe team took this an opportunity to learn from and engage with a core group of customers. Here’s Jeff Whatcott, Sr. Director, Product Marketing for Adobe’s Enterprise & Developer Busines Unit…. [His full post is at the link above]
Marketing — online or offline — isn’t only about getting people to click to your site or call your sales department. There’s benefit to engaging core members of your professional community in a conversation, to listen to them, to get smarter about the kinds of products & services they need. Logo Jeez sees value in building brand awareness and positive buzz among the influential folks who read TechCrunch, a crew of powerbrokers that will come in handy as LogoJeez launches their company and markets their products to customers.
To that point, the author of the Sac Exec article, Pierre Cutler, himself admits — right there in the second paragraph — “I simply had to know more about Logo Jeez.” Maybe Logo Jeez is getting more value from their TechCrunch sponsorship that Cutler gives them credit for!
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