ONLINE-ADS>> Re: What does an advertiser *need* to know?

Sean Pfister (seanp_at_cnet.com)
Mon, 14 Oct 1996 10:47:57 -0800

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: S. Alles: ": ONLINE-ADS>> Re: Business to Business"
• Previous message: Ben Abramovitz: "ONLINE-ADS>> Geographically Targeting Advertising on the Net???"

<bobwyman_at_healthgate.com> writes:

>As many will have seen, the Wall Street Journal ran a piece today
>discussing NetCount's new "AdCount" service which monitors and
>reports on ad impresssions and click-throughs. Of course, the Audit
>Bureau (the people who should really be doing this)

I fail to see why the ABC "should' be doing this. I know THEY think they
should; I've seen enough presentations by their representatives claiming
that, because they've historically done magazines, they should also do the
Web. (Hint: some of us don't have anything in print...).

Right now I'm not real confident in the ability of the ABC to audit large
readership sites. Not that I'm enamored of IPRO, NetCount or anyone else in
the field. I think it's a very difficult undertaking--something we're all
learning--to audit and/or count log files. Every site is a little bit
different, so each job becomes a custom job for these companies. I think
timeliness and accuracy are still a ways off.

>The number of hits I serve to pages that don't
>carry advertising shouldn't be of much interest to an advertiser...
>Or, am I missing something?

Advertisers have an interest in how well your site is read and in their
share of voice vis-a-vis other advertisers. It's similar to the clutter
issue in print.

sean pfister
director, research and analysis
CNET: The Computer Network
seanp_at_cnet.com
415-395-7805 x 1529
Fax: 415.395.9205

http://www.cnet.com
http://www.search.com
http://www.shareware.com
http://www.news.com/

• Archive Home Page
• Search
• Next message: S. Alles: ": ONLINE-ADS>> Re: Business to Business"
• Previous message: Ben Abramovitz: "ONLINE-ADS>> Geographically Targeting Advertising on the Net???"

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.