(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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