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

Bob Brand (rbrand_at_juno.com)
Thu, 10 Oct 1996 09:28:36 PST

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K> On the DoubleClick Network which comprises over 50 sites and about 40
RK> million page views per month (ad banner impressions), no more than
RK> about 10% of our overall traffic is generated by AOL, Prodigy and
RK> Compuserve *combined*.

I subscribe to *many* e-lists, get lots of mail and see very few
AOL domains - much less Prodigy or CS. 10% is high IMV.

RK> This does not include caching which,
RK> as has been previously mentioned, is impossible to accurately
RK> guage. So I think that the folks at the NY Times speaketh with
RK> forked tongue and are perhaps covering up the
RK> fact that their site traffic and/or overall response rates are poor.

I agree. The NYTs is clueless. The risk here is that they
'oversell' c-space ads/banners/etc, give the buyer poor return
on their ad $, thereby giving websites everywhere a black eye.
You can bet that they head the pack when it comes to printing
stories re 'No one is making any $$ on the Net'.

RK> I would recommend staying away from any online advertising
RK> program that can't provide accuarate impressions, click-through,
RK> reach-and-frequency and....

Amen.

====================================
.+'^'+. | Robert R. Brand
+ Bob + | rbrand_at_juno.com
`+,_,+` | Newtown, CT USA
http://www.thebee.com/bweb/brand.htm
====================================

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