(keitai-l) Re: tsutaya ads

Jeff -

is valueclick's model all CPC (cost-per-click) as opposed to CPM (cost per
mille/thousand impressions)? In which case maybe they'll gain short term but
take a bath as soon as the CTR (clickthrurate) drops...

dc

]  -----Original Message-----
]  From: keitai-l-bounce@appelsiini.net
]  [mailto:keitai-l-bounce@appelsiini.net]On Behalf Of jeffrey funk
]  Sent: Monday, September 04, 2000 1:57 AM
]  To: 'keitai-l@appelsiini.net'
]  Subject: (keitai-l) Re: tsutaya ads
]
]
]  There are a large number of articles about advertising on I-mode in the
]  nikkei shinbun. And it is interesting how little of this
]  information ever
]  makes it to the english press. I cannot understand why articles about
]  tsutaya make the english press while articles about value click japan do
]  not. Value click is already providing ads to 180 I-mode sites
]  and sending
]  about 1 million ads per day. According to experiments, there is a three
]  times higher chance of clicking an ad on a mobile phone than on
]  a PC. The
]  per click ad charge is about 130 yen per click or three times
]  the charge in
]  the desktop computer area.  Value click pays about 15 - 25 yen
]  of this money
]  to the site manager and thus the remainder is income for value click. In
]  other words value click is making about 100 million yen a day from these
]  ads. Not bad.
]
]  Jeff Funk
]  Associate Professor
]  Kobe University
]  Graduate School of Business
]  2-1 Rokkodai, Nada, Kobe 657 Japan
]  telephone and fax: 81-78-803-6913
]  home phone: 81-798-74-2440
]  e-mail: funk@rose.rokkodai.kobe-u.ac.jp
]  mobile phone: 090-4906-3113
]
]
]  -----Original Message-----
]  From:	Michael Turner [SMTP:leap@gol.com]
]  Sent:	Monday, September 04, 2000 3:49 PM
]  To:	keitai-l@appelsiini.net
]  Subject:	(keitai-l) Re: tsutaya ads
]
]
]  Juergen wrote, in part:
]  > And does anybody *really* think that the mentioned 7% clickrate
]  > can be hold if *all* I-Mode sites have commercials on it?
]  > I think everybody clicks on something because it's new for
]  > a while.
]
]  I found the Tsutaya Online comparisons a bit disingenuous.  Click-
]  through rates started high on the Web, too, but have undergone
]  a literally exponential drop-off since (about 50%/year), recently
]  crashing toward the 0.1% level.  Only the exponential growth of the
]  Web user population has kept total click-throughs respectably
]  high (if "respectably" is quite the word I'm looking for).  Given
]  the economics of mobile phone internet access here, and the tiny
]  screen real-estate (think "stickers" not "banners"), we might see
]  an exponential drop-off in click-through rates at the rate of 50%
]  every few *months*.  Or faster.
]
]  Tsutaya is reaching, here.  I mean, a *dot-com* kogaisha saving its
]  bricks-and-mortar parent that's hemorrhaging so dramatically?
]  Isn't that a little like tossing a drowning man a boat anchor instead of
]  a lifejacket?
]
]  Michael Turner
]  www.idiom.com/~turner
]  leap@gol.com
]
]
]
]
]
]
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