Re: What's the difference in ad formats?

From: Matthew Greene <MLGeConsulting_at_aol.com>
Date: Tue 02 Apr 2002 12:44:51 -0600

In response to Kelli Burn' "What's the difference in
ad formats?" submission, I felt compelled to respond
and suggest that rather than turn to the 'designers'
of specific ads for quantitative answers, the more
appropriate resource would be one of the leading
online ad serving technology companies.

As Senior Vice President of a leading interactive firm
until recently founding an eBusiness consulting practice,
we possessed a proprietary ad serving and tracking
platform which allowed us to understand exactly the
metrics that Kelli wishes to understand.

So, my first suggestion is that Kelli reach out to
one of several players, DoubleClick Dart, AtlasDMT,
Zedo or ORB and ask them for some aggregated
information on which ad formats tend to perform best.
An important caveat here, of course, is that
'performance' can be measured in several ways.
First, there are those advertisers seeking to simply
enhance their brand presence on the Web. Secondly,
there are major retailers and direct marketing
companies whose primary objective is to increase
consumer response and conversion rates. Thirdly,
there are those marketers who have aggressively
staked-out territory on the Web (BMW, for instance)
who have attempted to become an interactive
destination for consumers within their respective
target audiences.

Kelli should be able to find someone in corporate
communications at one of these firms and ask them for
any 'white papers' or fundamental (non-proprietary)
information which they may have available.

While advertising in the traditional world (B'cast,
Print, etc.) involves massive amounts of subjective
input and execution, ad serving platforms don't
lie. Every impression, every click-through, every
interaction with an online 'commercial' from someone
like helloNetwork is tracked, reported and analyzed
through the specific prism or business goal established
by the advertiser, or their agency.

Good luck Kelli!


Matthew Greene
Principal
MLG econsulting_at_aol.com



Received on Tue Apr 02 2002 - 12:44:51 CST