ONLINE-ADS>> value of push ad vs. pull ad

Rodrigo DeGuzman (rodrigo_at_w3.com)
Wed, 16 Apr 1997 10:47:22 -0700

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Chris,

That'a great question. I don't believe the ad impression metric should
be modified, though. An impression, by definition, is the opportunity
for a viewer (whether it be a web surfer, television viewer, newspaper
reader, or radio listener) to be exposed to a particular message. That
opportunity does not necessarily change with the introduction of a
pushed ad, instead of a pulled ad.

I do believe, however, that a pushed impression may be valued
differently than a pulled impression. As a former media buyer, I can
say that the cpm of a pushed impression is more negotiable than that of
a pulled impression. I have seen anywhere from $10-$275 cpm these days,
and, of course, depending on the content site and its relevance to a
target, I would negotiate more aggressively for a pushed ad.

So, to answer your question, a push ad should be valued differently from
a pulled ad, but not in its definition as an impression, but rather in
its cpm.

Keep in mind that much of the push technology being touted points to a
content subscription model, suggesting highly targeted content for each
user. One might conclude that the value of an ad embedded in this
content is actually HIGHER than a pull ad. But, alas, the decision
remains in the hands of the buyers, who can be tough negotiators.

--
Rodrigo DeGuzman        rodrigo_at_w3.com
Product Manager         tel 415 969 6760
W3.COM                  fax 415 961 9697

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