April 17, 2001
Contact: John Chuhran
FOR IMMEDIATE RELEASE
NEW AUTOMOTIVE/AEROSPACE RESEARCH AND ANALYSIS SITE ANNOUNCES AD RATES,
NEW “MODULAR WEB-AD” CONCEPT; EXHAUSTIVE ANALYSIS OF SUPERSONIC CONCORDE
Detroit -- e MOTION! REPORTS.com, (www.emotionreports.com) the recently launched automotive/aerospace research and analysis site, has announced posting of its advertising rates. But the story is not in the rates themselves, rather, it is the internally developed “Modular Web-Ad” approach. The system takes existing web data presentation technologies and uses them in a unique way.
“We took a month’s long look at how advertising was presented in the web environment and decided that they are most inefficient,”
says eMOTION! REPORTS.com Publisher Myron D. Stokes. “A lot of assumptions have been made about how web-based data, particularly advertising, is perceived and assimilated by reader/purchase intenders. For example, the idea that readers have a very short attention span and therefore, according to the people we call the ‘web marketing technologists’, you have to bombard them with a multitude of ad messages in a condensed space and at the highest presentation velocity.
“Further, they have asked seasoned marketing/advertising professionals to basically ‘check their minds at the door’, because the new commerce, they say, requires a complete revision, if not ignoring, of tried and true methodologies.”
The dismal failure of the “Dot.coms”, says Stokes, is proof positive that these “off with the old, in with the new” e-marketing processes are at best flawed.
John Pluenneke, ER Web/Technology Editor, says “We’re trying to move away from a system that never really worked in the first place; i.e., the banner ad, and offer something that can potentially exploit the advantages of the web in a natural, hopefully user-friendly, way.”
Back To The Future
Stokes says ER has taken a “Back to the future” approach which re-empowers traditional ad professionals. “Our modular approach involves a large (550 pixels wide x 800 pixels high) pop-up, site hosted streaming video multi-media presentations, thus eliminating delays associated with accessing an advertiser’s web site, and lastly, single message page divisions at 1200 pixels high x 800 pixels wide.
“Simplicity of presentation is our aim,” says Stokes, “with the viewer having the option to ‘turn the page’ or ‘go to another channel’, that is to say, giving the consumer the same option as they have in traditional print and electronic mediums. By doing this, you gain consumer respect as opposed to offending them. End result: your ad message has more impact because of the re-establishment of the lines of demarcation between purchase intender and advertiser.”
A Matter of Respect
“We are also challenging the assumption that the best seller of product is the site of the advertiser; i.e., a GM. This is a grossly incorrect assumption and millions have been spent pursuing this direction and with very minimal results. The reality is that the primary function of the media site is not to drive traffic to the advertiser home page where presumably, the product provider is best able to ‘close’ the sale, but to present the ad message as quickly as possible with a minimum of complexity. There is always the option of going to the advertiser’s well-structured site.
It is the position of ER, says Stokes, that the consumer tolerates and even appreciates, advertising within a print or electronic medium because there is the presumption of “third party” objectivity, with the ad message being tempered by non-advertising context and content.
“I believe that the Modular Web-Ad presentation method, used singularly or in concert within a given site, will help to restore the ‘balance of power’ between advertiser and consumer. Indeed, it’s all about respect.”
The Return of Concorde
In other site related news, ER presents an exhaustive analysis of the return of the supersonic Concorde, a new wrinkle on the EP-3E spy plane incident, a Land Rover led Kosovo refugee camp relief mission attempt and announcement of the subscription only “Executive Analysis”. According to Stokes, this weekly report doesn’t seek to provide insights and data permitting industry captains to be “ahead of the curve”, but to “be the curve.”
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