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NONE: ONLINE-ADS>> Re: Are <ALT= > tags considered banner impressions?
ONLINE-ADS>> Re: Are <ALT= > tags considered banner impressions?
Bob Hanna (bhanna_at_burstmedia.com)
Sat, 14 Sep 1996 08:30:18 +0000
> We are selling banner advertisement, and we are having an arguments with a
> customer that believes that the number of impressions to a banner is the
> number of times the GIF file is loaded. We believe that since we use
> <H2><IMG SRC="graphic.gif" ALT="example text"></H2>, the number of times the
> page is loaded (with the banner at the top of the page), is the actual
> number of impressions.
Our company is actively engaged in selling advertising on the web.
We are being told two things with increasing frequency: First,
major advertisers want to know how many times the banner has loaded,
not the page loads. ALT tags aren't thought to be very effective. We
hear estimates that as much as 25-30% of users are on the web with
graphics disabled on their browser. Our own statistics bear this
out. Advertisers do not want to pay for those users. Second,
almost every major agency has indicated that they want third-party
verification of the statistics. In fact, several major agencies
have said they simply will NOT place advertising on sites without
the third-party verification. This is understandable in light of
the fact that all other forms of media (radio, TV, newspapers,
magazines) have third-party audits which they provide to
advertisers. If the web is to succeed in the greater national
advertising marketplace, it will have to play by the same rules. So
the bottom line? If you are serious about your business, you need to
provide the information the ADVERTISER wants...not what you think
they ought to have.
------------------------------------------------
Bob Hanna <bhanna_at_burstmedia.com>
http://www.burstmedia.com
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