Re: Linking online ads to offline sales

From: Ilona Jerabek <ilona_at_queendom.com>
Date: Thu 07 Jun 2001 19:35:10 -0500

ALLY SHUTTLEWORTH <ally_at_funkycat.com> WROTE:

> Lots of offline agencies give their clients presentations
> stating how their offline advertising (TV ads etc.) have
> helped increase sales for the product.
 
> Are any you online peeps doing this?...if so...how?

> I'd like to be able to say "your web site and banner ads
> that supported it increased your sales by x%".

I am with you. Indeed, I think this is exactly what is
needed in order to revive online advertising. I think
we are in a slump because CTR are low and they are the
only way ROI in online advertising is being measured.
The impact on branding and offline sales is not being
monitored, at least not by the majority of advertisers.

However, I don't think it's up to the publishers to
monitor the increase of sales as a function of the
campaing - in my opinion, the tracking needs to be
done by the advertiser or a third party. The impact on
offline sales will largely depend on the industry, so I
don't think there any any rules of thumb.

Ilona Jerabek
Queendom.com

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Received on Thu Jun 07 2001 - 19:35:10 CDT