ONLINE-ADS>> New Metrics for New Media

hoffman_at_colette.ogsm.vanderbilt.edu
Tue, 29 Oct 1996 19:39:05 -0600 (CST)

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Greetings:

The advertiser supported Web site is one of several business models vying for
legitimacy in the emerging medium of the Web. The sponsorship model is
attracting increasing attention because advertising is expected to be an
increasingly significant source of revenues in this new medium.

Against this backdrop, firms are trying to understand what makes a sponsored
site successful. As the industry debates the best ways to measure and track
visits on usage on commercial Web sites, most firms remain largely in the dark
about how many customers exist online for their offerings. Without industry
standards for what to measure and how to measure it, it is proving challenging
to implement commercial efforts.

Clearly, standardizing the Web measurement process is a critical first step on
the path toward the successful commercial development of the Web. Toward that
end, Tom Novak and I have just completed the paper, "New Metrics for New Media:
Toward the Development of Web Measurement Standards," available at:

www2000.ogsm.vanderbilt.edu/novak/web.standards/webstand.html

In this paper we:

1) review practices for advertising measurement in traditional media,

2) examine current practice for advertising measurement on the Web, drawing
comparisons to methodologies used in traditional media research,

3) propose standardized terminology and methodology for Web advertising
measurement,

4) offer preliminary recommendations for Web advertising research and
measurement practice, and

5) address the policy (privacy, ownership, ethics) and strategic
considerations that affect the development of Web advertising
standards.

We hope our preliminary measurement proposal stimulates rigorous discussion and
debate and we look forward to hearing from you with comments and criticism.

Best,

DLH
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Professor Donna L. Hoffman hoffman_at_colette.ogsm.vanderbilt.edu
Owen Graduate School of Management 615-343-6904 voice
Vanderbilt University 615-343-7177 fax
Nashville, TN 37203 129.59.210.109 CU-SeeMe

Project 2000: http://www2000.ogsm.vanderbilt.edu/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

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