NONE: Re: Refining Definations
Re: Refining Definations
Donna Dolezal Zelzer (djz_at_efn.org)
Wed, 21 Aug 1996 18:58:01 -0700
At 3:24 PM 8/21/96, Maxine Most <maxmost_at_mpath.com> wrote these words:>
>On Mon, 19 Aug 1996 21:32:04 -0700 (PDT)
> "Jaclyn Easton + Log On U.S.A." <LogOnUSA_at_logonusa.com> writes
> >>
> >Hi Everyone:
> >
> >I am writing an article for a MAJOR magazine of which part has to do with
> >online advertising.
> >
> >If you have any suggestions for refining or perfecting these definations
> >please let me know. All opinions welcome.
>
> How about addressing the issue of Ads delivered versus Ads actually viewed?
> Just because the page is downloaded and viewed does not mean the ad
> downloaded before the user clicked off the page or srolled down beyond it or
> never scrolled down to where the Ad is located. As the WWW is taken more and
> more seriously by the Advertising Industry this is a measure that will be
> crucial.
>
>
Is there really a way this can be measured? Once the page and the ads on it
are sent, how can we tell what the viewer does, unless they actually click
on one of the ads? This would be like asking print or TV how many people
actually saw one specific ad -- not how many viewed the program or bought
the magazine, but how many actually noticed the ad. (I'm not talking about
responding to the ad in whatever way is appropriate - I'm talking about
seeing the ad.)
It seems to me there are (at least) 3 levels here..
*the number of potential viewers of an ad. This is the number of people
watching a tv program, or buying a magazine, or visiting a web page.. this
can be measured, at least to some extent.
]
*the number of people who actually notice and read the ad. I don't think
this can be measured. And I don't think it *should* be measured, even if it
could be, since this would be a serious invasion of privacy. (The exception
is a survey where people are asked questions to discover how many recall a
specfic ad. I don't know how accurate or useful this would be for web ads.
How do you know the people who respond are actually representative, for
example?)
*the number of people who, after reading, actually respond to the ad. This
can be measured.. in web ads, one measure is click-through. but a more
important measure is what a person actually does *after* they
click-through. And that's the advertiser's job to measure.
Donna
---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
----
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