RE: ONLINE-ADS>> Image-off impressions

Stefanie Nelson (snelson_at_dsw.com)
Mon, 7 Apr 1997 10:36:01 -0600

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On Thu, 03 Apr 199, Tom Murcko asked:

>When I sell banner space on my site, how should I handle impressions
>delivered to browsers which have images turned off? These impressions
>would be of some value to an advertiser, since the visitor can still
>click through, but obviously less than actual banner impressions.

Tom,

From the ad agency side, we feel that impressions should be defined as
the number of times a banner is fully loaded. Therefore, impressions
should only count if 1) the banner is served and 2) the graphics are
fully loaded. Impressions should NOT count if a user has images turned
off and only "ALT" text is seen.

While many sites have adopted the above, it is not yet standard. I do
expect that it will become standard in the near future, unless someone
comes up with a valid study that determines a significant value of
"graphics-off" banners. I'm not holding my breath.

Sincerely,

Stefanie L. Nelson
Senior Interactive Media Planner
Euro RSCG Dahlin Smith White
snelson_at_dsw.com

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