 |
|
NONE: Re: Impressions and Ad Rates
Re: Impressions and Ad Rates
Michael Tchong (mtchong_at_ipro.com)
Mon, 29 Jul 96 12:07:17 -0700
In response to the request about what "impressions" are, I would like to
point out that even Jack Sissors' "Advertising Media Planning" does not
directly define impressions. However, "gross impressions" are defined as
"the sum of all audiences of all vehicles used in a media plan." The book
goes on to note that in evaluating alternative vehicles, it may be
necessary to reach different targets in certain proportions. Because of
variances between reporting media, it's sometimes easier to calculate
"strategic impressions" against various demographic targets. Based on my
nine years of media-planning experience, let me add that most media
planners use the term "impression" interchangeably with "exposure," which
Sissors defines as "...open eyes (or listening ears) facing the medium."
Of course, exposure definitions vary by medium, and the Web is no
exception.
Because I/PRO and CyberAtlas play a central role in the
audience-measurement standardization debate, we plan to take an active
role in helping to define a standard industry glossary. A first stab can
be found at http://www.ipro.com/faq.html, which is the page alluded to in
an earlier post by my estimated colleague, Sean Pfister at CNET. I invite
you to review this glossary and submit any feedback directly to me.
I'm also working on several projects that will address most of the
questions frequently asked on this list, including: hits vs. visits,
average click-through rate, what is a unique user, optimum banner
position, etc. Early answers to some of these questions can already be
found at http://www.cyberatlas.com/advertising.html. It also includes a
simple rule-of-thumb calculation that someone asked for earlier:
Converting hits to visits (13% of all hits are usually visits). Please
remember that this not a scientific rule -- it's a quick-and-dirty
formula that will help you generate comparable site-traffic statistics.
I apologize for this long post, but it's my first one.
Michael
editor, CyberAtlas http://www.cyberatlas.com 415.975.3406
I/PRO 785 Market St., San Francisco CA 94103
:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)..:^)
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
