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

Patrick van der Valk (consult_at_betacyte.pt)
Mon, 16 Sep 1996 19:07:02 +0000

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After reading the comments, I realize that the advertising model becomes
complicated because there are 3 possible ways the banner can be seen or used:

* A teaser ALT tag, can be effective and should not be ignored (I actually
never load graphics, but am sometimes tempted to load a banner ad, just by
reading the ALT tag).

* The banner GIF is loaded, and counts as an impression.

* The click-through rate.

All these _could_ be incorporated into the agreement with the customer. For
example, the advertiser pays $50/1000 page loads, and additional $50/1000
GIF loads, and $0.25 per click-through.

However, to keep it simple, I would try to press on the advertiser to use a
teaser ALT tag, and just charge per page impression.

Using <META HTTP-EQUIV="Refresh"> on the page will partially avoid local
caching of pages (although I think that this only works for the text and not
the graphics), and the number of hits to a page will be fairly
representative of the number of people being exposed to the ad.

Regards,

Patrick M. van der Valk, M.Sc.
Senior Marketing Consultant

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** BetaCyte, Online Marketing Partner of ChemConnect **
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