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The of web advertising goes to the brand and direct response to the . I try to explain. We start from a premise 'philosophical': advertising would not exist if not there was risk. That is, given the fact that the advertising space (as many) are limited and given the fact that each human being can see (consciously or not) only a few thousand messages per day and can 'absorb' only a few, and the fact not insignificant that the budget of each family is limited, we can conclude that not all companies can invest in promotion / advertising (we put all into the same pot) profitably.

pesudosillogismo This is also confirmed by the fact that a mature tool for a long time and still universally recognized as effective as TV, economically meets only 20% of its customers (ie in the first year riescono a coprire le spese dell’investimento pubblicitario). Ipotizzare un mondo in cui tutti possono investire in advertising senza perdere soldi è ‘il migliore dei mondi impossibili’ . Sarebbe leggermente più possibile (se posso usare questa forzatura intellettiva) se gli editori fossero costantemente e irrimediabilmente in perdita.

Se infatti è vero che non tutti possono guadagnare con la pubblicità (per il sillogismo di cui sopra) e che i margini degli editori non sono altro che normali margini indistriali (superiori alprimario ma di certo nondieci volte tanto), è allora evidente che un editore che vende pubblicità ‘a successo’ , mode pay per action or pay per revenue will always be at a loss.
So much for a speech 'philosophical and logical'.

We come now to the history of advertising. I well remember that the logic of the economy are by no means been subverted by the Internet and the New Net Economy is restricted to certain times of the acceleration, we must remember that all systems pay-per-action is not one to one (I speak of the representative umbrellas and the like) were typical of immature markets. Mediaset also did pay for rooms with mattresses Permaflex at birth, because no one would pay a penny for a system that did not know that you do not trust and that he was above all 'new' (with all that implies also a socio-psychological). Now it would be unreasonable to expect Mediaset to sell their advertising space with a logic of 'direct response ' and an assessment of the costs associated with this same logic and this is because 'the market has matured, and not a publisher would never ahead to take the risk of inability to support the 'management or the difficulties' objective market of one or hundreds of customers (also consider the costs to control them all).

add that the market really maturi nel web non sono rappreserntati dagli U.S.A, ma dai paesi scandinavi, dove la pubblicità viene venduta Non ad action, Non a click, Non a impression, ma addiritturra…a tempo (un mese del sito x sulla posizione z costa y). Anche i ritch media format, che stanno sempre più crescendo nel web advertising e su cui investono Yahoo Google e compagnia bella, sono la dimostrazione che c’è il sentiment che il futuro del mercato è quello: meno direct response e più brand.

E per chi non può nemmeno parlare di brand : pay per click o pay per impression , ma sicuramente non pay per sale (Tradedoubler not dream of doing pay per impression in Italy, while no one dreams of doing pay per click in Norway. ...). [Source Marketing Routes ]