ONLINE-ADS>> Re: New Ad Model: LESS Accountability

Robert Kadar (rkadar_at_doubleclick.net)
Wed, 09 Oct 1996 10:06:58 -0400

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Regarding the controversey over the NY Times selling "space" and not
impressions because of AOL caching, I would like to clear something up. I
believe that many people are misinformed regarding the overall percentage of
Web activity generated by AOL members.

On the DoubleClick Network which comprises over 50 sites and about 40
million page views per month (ad banner impressions), no more than about 10%
of our overall traffic is generated by AOL, Prodigy and Compuserve
*combined*. This does not include caching which, as has been previously
mentioned, is impossible to accurately guage. So I think that the folks at
the NY Times speaketh with forked tongue and are perhaps covering up the
fact that their site traffic and/or overall response rates are poor. I would
recommend staying away from any online advertising program that can't
provide accuarate impressions, click-through, reach-and-frequency and at
least some kind of targeting capabilities - i.e. geography, domain, etc.

Regarding AOL caching, I simply tell advertisers that if they target AOL
users they are getting a good buy because they are receiving ad banner
impressions that they are not paying for so their clickthrough rates will be
artificially high. End of story!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
|Robert Kadar 41 Madison Avenue |
|Regional Sales Manager New York, NY 10010 |
|DoubleClick, Inc. Voice: 212-683-0001 x301 |
|http://www.doubleclick.net Fax: 212-889-0062 |
| |
| *** D O U B L E C L I C K - The Internet Advertising Network *** |
| |
| "He who has a thing to sell and goes and whispers in a well, is not |
| so apt to get the dollars as he who climbs a tree and hollers". |
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

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