NONE: ONLINE-ADS>> Re: Corporate Advertiser Perspectives
ONLINE-ADS>> Re: Corporate Advertiser Perspectives
Ed Ramirez (Ed_Ramirez_at_Macworld.COM)
17 Sep 1996 12:49:26 -0800
Tom writes:
>"In general, when purchasing online advertising, I'm interested in the
>number of impressions. I do track click throughs, but only to measure
>the effectiveness of my ad. I believe the responsibility to generate
>click throughs lies with the quality of the ad itself."
Finally, someone who realizes that click throughs are more the responsibility
of the advertiser and their creative and/or the need of the consumer for their
products or offerings. A site can and should be responsible and able to
guarantee the number of times or impressions an ad is seen by the user
(traffic) but not the action taken by the consumer once it's seen. That's
where creative types, hello, creating these ads need to be responsible by
honing their skills in this brave new world; to fully utilize the current
tools available to them, keeping in mind bandwidth and browser limitations as
well as asking themselves the simple question...would I click on this ad?
I've seen some pretty bad ads that seem like no thought was put into their
creation, so why should the typical consumer even think about clicking on
them? Of course, another factor is having an actual need for an ad offering,
but engaging enough creative can sometimes create that need. My thoughts, and
hopefully others' too. Thanks Tom!
Ed Ramirez
Macworld Online
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