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2005年04月02日
ネット広告黎明期のお話 〜へなちょこプロジェクト×
そういえば一昨日だかの夜、常盤響さん、工藤ちゃん@東京Topless、カトリーヌの4人で四ツ谷で仕事絡みの打ち合わせで飲んでいたのだった。
新しいサービスマークのデザイン案件の打ち合わせの方は順調に進み「mixiはリハビリっぽいね」とか高尚なるエロ話とかいう話を挟みつつ話題は次第にインターネット黎明期の話題になっていった。
今を去ること10年前。(ん? そんなに前か??)
今では信じられないことなのだが、当時ウェブに広告を出すことなんて誰も思いもしなかったのだ。
というか当時は某広告代理店に務めていたのでシステム開発室の室長にIIJの専回線を引いてもらおうと直訴した所、「そんなもんで金が稼げると思ってるのか!」と一蹴されてしまった、という太古の昔のお話さな。
「俺とお前の勝負だ!」とか指を突きつけられたりね。異常な世界だ。
結局、別名の予算を取ってそこで月40万だかの64K専用回線を引いたんだったっけかなぁ。当時は公開企業じゃなかったから適当にそんなことをやっていたもんだわさ。
時効時効。
まずこういった新しい媒体にはまず「ひとつ」だけでいいので金額が発生しないと無理だ、と大きく主張したのが僕だったのだ。「この紙っぺらはアメリカ政府が金に兌換してくれる」というイメージがあったればこそドルは流通の度合いを広めたってことですわよ。
その『信用』という支点をどこに置くかという事について当時は新聞局にいて後にCCIに社長として出向したFくんとの間には見解の相違がかなりあった。
正統派たる彼は全国紙新聞メディアのWeb媒体にナショナルスポンサーの広告を載せるという真っ当な主張をしたのだが、そんな時間は待てないという僕。
いかに某新聞社のサイトに広告バナーを載せようと努力しようとも、企業側の担当者にも代理店内部の企業担当営業にも理解を得ることは真に難しく、年間のバジェットで貰っている広告費の中から適当にお金を都合して体裁をそろえようともがいていた、というのが真実の姿だった。
しかしそんなものが実態経済の権化としてのマーケティングの世界で通用する筈もないので、「ネット広告は本当に効果がある!」という媒体者にも広告主にもユーザーにも、全ての関与者にWin-Win-Winな関係(懐かしいワーディングだこと)を構築できるのは… と考えに考えて2秒で目をつけた媒体が東京Toplessだったのだ。
東京Topless主催の工藤ちゃんとは、当時無理やり組んだ週刊SPA!のインターネット特集でも取材しており懇意でもあったので話はとんとん拍子に進んでいった。
そして栄えある日本初のインターネット媒体の広告主候補は、某包茎手術専門美容医療医院だった。
互いにWin-Win-WInとバイブレーター並の三重奏だということは誰にもお分かりだろうて。
さて、担当の営業からもお得意先からも「面白い」と了承を得て、アニメーションGIFバナーも受け皿になるページも手作りして、いざ公開… という段になっていきなりストップしてしまった。
話を聞くと、お得意先が主催したゴルフコンペで担当営業が集計用のExcelファイルを誤操作してしまいデータがすっ飛んだとかで出入り禁止になってしまったのだとか。つくづくマンガチックな展開で泣けてくる。
包茎手術前、手術後の写真をスキャンしてページを作った努力も、それらを無修整でネットに上げる可否を弁護士に相談した努力も、すべてゴルフ場でのパソコンの誤操作で水の泡になってしまったという次第。
こんな嘘のようなホントのどたばた騒ぎがあり、日本初のリアルな(実業に則した)Web広告という冠は包茎手術の広告では無くなったのだった。
今から考えればそれはそれで良かったのかもしれないケド。
その後、色々とネット周辺ビジネスが騒がしくなり、ビットバレーだとかいったよく分からないうわべだけの熱狂に距離を感じ、とどめには可愛がっていた後輩の変節を期にネットのビジネスゲームからは遠ざかったのだった。
ちょうど広告代理店に入社した折りに表向き休止していたライター稼業や放送作家業、ゲーム制作などを会社が「アーティスト契約」という名の元にオフィシャルな作業として認めてくれたのでそちらに重点を置いたり、2002年WCの誘致キャンペーンチームに組み込まれたりと忙しかったしね。自殺した某半島系代議士に「情報教えろ」と食事に誘われたり盗聴されたりと不思議な経験も出来たし。
同じようにネットバブルの喧騒に疑問を抱いていたDigital Magic Lab創設者の吉川くんはシリコンバレーに渡り、今ではIPインフュージョン社を率いており、また東京で仲良く飲んだりしている。件の後輩もどんな葛藤があったのかは知らないが元の会社に戻ったようだ。
時代は巡り、立場は変わる。信頼できる友人は変わらない。いやそうありたい。
なんてとを10年来の古株ネットバカ達と飲みながら思い出してうひゃうひゃと飲んでいた春の夜だったのだ。
投稿者 KQZ : 2005年04月02日 01:51 | [EDIT]
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