Re: ONLINE-ADS>> Are <ALT= > tags considered banner impressions?

Cliff Kurtzman (cliff.kurtzman_at_tenagra.com)
Sat, 14 Sep 1996 09:23:34 -0600

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"Bob Hanna" <bhanna_at_burstmedia.com> wrote:

>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.

This seems reasonable if all that is provided is an ALT tag. We often
provide advertisers with 50 words of text to accompany their banner, in
which case we feel justified counting each page loading as an "impression."

>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.

I've sold a lot of ads, and I've never, ever had an advertiser ask for
third party verification. But then, all the ads I sell run under
$600/month. With such ads, third party verification would seem silly,
because the cost of such verification would possibly exceed the price of
the ad. I can understand the request for verification with a 20K ad buy,
but with a smaller purchase, I think it is neither customary or reasonable.

Cliff Kurtzman
The Tenagra Corporation
http://www.tenagra.com/
713/480-6300

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