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Welcome to the December 2008 Newsletter:

Blended campaigns allow you flexibility in finding your online target. At times, vehicle segment demographics are blurred; retail sales of some models may appeal to many different subsets of customers. For example, not all minivan sales are to new parents; some sales inevitably come from retirees who prefer the comforts of a minivan for cross country travel. Further, in the current retail climate, customers are buying more entry level, high MPG vehicles than they previously would have.

There are many online tactics within the display space. At Beep!, we realize that your campaign objectives determine what tactics we recommend. Through our Tier II partnerships with Vibrant, Scanscout and Quattro Wireless, we can help devise turnkey, custom plans with a minimum of hassle for you (at the same cost as going direct). So, while our Compete Behavioral Match channel solutions can pinpoint where your best potential buyers are, additional tactics, like Run of Network Cost Per Click, may be a perfect complement for accomplishing increased reach, frequency and awareness - RON CPC may be just the pay-on-performance model that your dealer president or dealer group will support, especially if it’s their first foray into online advertising. Or perhaps video overlay might be a better solution to enable a positive prospect experience than pre-roll or mid-roll. Conversely, adding mobile web banners might be the appropriate complement if you’re looking for high tech, younger buyers as part of your plan. Whatever your target, for optimal success, make sure your tactics correspond to your online objectives.

As an ad network operator you'd think the last thing we'd say is that there's value in $12 (or $50, for that matter) inventory. But let's be honest, for reaching the right audience with guaranteed placements in premium positions within specific sites, it's often worth paying the first-run prices from publishers to get the right inventory.

But take CBS Sports Interactive and Conde Nast have both recently announced that they're going to try and compete with the networks on their own, by offering remnant deals through their in-house rep.

Your local rep comes in and starts talking about a package with guaranteed inventory that blends out around $12. You say, "you know, that's great, but let's focus on that $4 inventory you've announced in the press lately." How is that a good thing? The benefit of selling to networks for publishers is that the advertiser is not guaranteed to run on any specific site, and that performance by site generally isn't shared. But now the agency can get performance by site and can be guaranteed they'll run on those exact sites.

We truly don't believe this threatens the network model because one huge benefit of a network is the ability to run across hundreds or thousands of sites and get the optimization that is inherent with the network model. But if publishers are looking to devalue their inventory more quickly, this is certainly one way to do it.

Well, the sites that cost more than $4 in their site list would be left off. Hmm, makes sense. But think about it further. What about the sites that cost less than $4 - how are those averaged out? The truth is that they're not. You'll be on $3, $3.50, and $4 sites, but nothing higher. That isn't right.

Beep! has made a conscious decision to make sure the average of the sites you're on within our network is what you're paying, not the cap of what you're paying. Score one for the good guys.

Contact us for more information.