Web Sales Discussed At NAB Show Presentation
April 14, 2008 at 11:19 AM (PT)
EMMIS INTERACTIVE VP Integrated Sales DEB ESAYIAN told an NAB SHOW audience MONDAY that broadcasters need to deploy good integrated multi-touchpoint campaigns with measurable results to succeed in online sales. However, ESAYIAN noted, "if it's a bad idea online, you really oughtn't do it," because a bad user experience online will draw a worse reaction than what a station puts on the air.
In the talk, presented by the RAB, ESAYIAN discussed the elements of successful online ad campaigns and the need for personalization, also noting that just 3% of interactive revenue is derived from low-engagement banner and tile ads and 10% from text messaging, but 42% comes from custom high-engagement inventory. She also stressed the need for sites to not annoy users by making what they want to do at the site hard to find or making users do too much to see desired information, noting that "people are time-strapped" and aren't interested in clicking more than once or twice to get what they want. The presentation included examples from EMMIS sites.