DoubleClick fires back

From: Michael Martinez <Michael_at_xenite.org>
Date: Mon 14 May 2001 14:30:06 -0500

Everyone has been making a big fuss over Goto.Com's
claims about the effectiveness of their paid ads. Well,
DoubleClick has decided to fire back a salvo of its own
in the online advertising wars.

  DoubleClick: We Can Prove Banners Brand

  Industry leader DoubleClick Thursday became the latest
  firm to come out with statistics supporting online
  advertising's branding potential.

  Like other players in the sector, Real Media for one,
  DoubleClick hopes to bolster advertisers' confidence
  with in-house studies that show banner advertisements
  have a real, and measurable, return on investment (ROI).

  The Alley-based Web ad network and marketing technology
  firm said in a report from its new Diameter research
  division that a recent campaign for the Make-A-Wish
  Foundation reveals a direct correlation between multiple
  exposures to online ads and an increase in brand metrics.

  Similarly to Real Media and other audience-measurement
  firms like Dynamic Logic, DoubleClick's Diameter
  methodology used survey-based tools that examine
  awareness, recall, purchase intent and brand association.

Read the full article at:
  http://www.internetnews.com/IAR/article/0,,12_758961,00.html

Michael Martinez
 Science Fiction and Fantasy info_at_xenite.org
  Visualizing Middle-earth, a book for all Tolkien fans
   http://www.xenite.org/



Received on Mon May 14 2001 - 14:30:06 CDT