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  3. Online Ads After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Rese

Online Ads After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Rese

admin2012-01-23  31
问题                           Online Ads
    After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Research shows barely more than 1 in 1000 people click on banner ads. What’s more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freeman aims to change all that. Freeman’s company, Betawave, is developing ways to boost visitor "engagement" and plans to charge advertisers not just by each click or view but also by people’s attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in December put $ 22.5 million into Betawave. "Matt’s ahead of the curve," says Sean Finnegan, chief digital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others.
    Mad Ave was shocked when Freeman quit as Tribal DDB Wordwide’s boss in June to run a small company called GoFish. Tribal is widely considered to be one of the most successful creators of online ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids’ sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, GoFish, known in the industry as an ad network, had a good reputation among advertisers looking for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year.
    Freeman, who has since renamed the company Betawave, says he took the job because he saw unrealized potential. "GoFish was a tiara in the toilet. "he says, noting that the sites Betawave represents share a valuable audience: kids aged 6 to 17 and their rooms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook, according to industry tracker Comscore. That "stickiness" has prompted Dellogg, Hasbro, Nintendo, and others to buy ads.
    Still, Freeman knows companies want more evidence to prove that their ads are working. " Advertisers always say, ’why am I paying for reach when what I want is people’s attention?’" That’s why he aims to charge not only for clicks on ads but also for how long people spend on a page and for how much they interact with the brand on a deeper level.
    To make that happen, Freeman is borrowing from television, which has been shoring up its prospects with "band integrations"—advertisers can veave their products and messages into the shows themselves. In midFebruary, Freeman launched something called Betawave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clients can integrate their messages into original shows.
    For the first such experiment, Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors a production fee to set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two.
    Betawave’s success depends on whether visitors are drawn into the branded games and other content or simply watch what they want and move on. But for now, at least, Freeman has the advertising world’s attention.
Why Freeman charge not only for clicks on ads but also people’s attentiveness?
选项 A、Companies are eager to see the effect of their ads directly.
B、Companies want to reduce the cost on the online ads.
C、He knows how to deal with advertisers’ questions.
D、He plans to attract more people’s attention on his website.
答案A
解析 本题考查Freeman为什么不只按照对广告的点击量而且还按照人们的关注度进行收费?文中第四段提到“Still，Freeman knows companies want more evidence to prove that their ads are working “Advertisers always say，‘why am I paying for reach when what I want is people’s attention?’”即：Freeman知道，公司关注的是能证明他们广告正在高效发挥作用的证据。“广告商总是说，既然我想要的是人们的关注度，那为什么我要为人们单纯的点击付费?”因此，选项A为正确答案。
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