Re: [projectvrm] Q: value of qualified vs unqualified lead

[Doc Searls < >]

Seems to me "ads I would like to see" are less valuable in the qualified lead 
sense than "advertising what I would like to buy," which is intentcasting. 
Obviously there are challenges in making intentcasting work, but that isn't 
stopping the developers working on it.

I think at this point marketers have so poisoned the waters ("polluted" them, 
to quote Fred Wilson, veteran funder of adtech plays) that any attempt to 
improve advertising by asking people which ads they would prefer is something 
of a long shot.

But, as you say, ad serving is a going business, and perhaps, as the business 
collapses (which some we know inside quietly confide faith that it will) — or 
at least goes post-peak — service mechanisms can be repurposed to other work. 

Doc


On Mar 18, 2014, at 1:36 PM, Johannes Ernst 
<
 >
 wrote:

> If this is even remotely right, may I ask what we are all doing here?
> 
> Why aren't we busy setting up ad servers which are doing what ad servers 
> do, except that the customer picks what ads they like to see?
> 
> Ad serving very clearly is a business. Stands to reason that thus ad 
> serving at 3, 5, 10 or 10,000 times the revenue per ad is a business, too.
> 
> (If you build this, would love to bundle it on Indie Box)
> 
> On Mar 18, 2014, at 7:35, Joyce Searls 
> <
 >
>  wrote:
> 
>> Way off. More like 5-10,000 times as much or more, depending on how it's 
>> qualified. 
>> Qualified leads are less like advertising and more like commission.
>> 
>> Joyce
>> 
>> On Mar 17, 2014, at 5:21 PM, Johannes Ernst 
>> <
 >
>>  wrote:
>> 
>>> Somebody on this list might know this ...
>>> 
>>> What is the relationship between the value (to an advertiser) of a 
>>> qualified lead vs. an unqualified lead?
>>> 
>>> E.g. how much more might a car company pay to put an ad in front of me if 
>>> I am looking to buy a new car in the next month, vs. me not looking? 
>>> 
>>> If I guessed "three times as much" would my guess be totally off?
>>> 
>>> Thanks, and cheers,
>>> 
>>> 
>>> Johannes.
>>> 
>> 
>