NONE: Re: ONLINE-ADS>> value of requested ad vs. pushed ad?
Re: ONLINE-ADS>> value of requested ad vs. pushed ad?
Bob Gordon (bgordon_at_theautochannel.com)
Wed, 16 Apr 1997 15:47:39 -0400
You are right...nowhere has the quality issue been raised. We are
incorporating what we call a BVT or Banner Viewing Time valuation....all
advertising effectiveness comes from the combonation of reach,frequency and
exposure time to the message..at www.theautochannel.com we have designed our
presentation format to take advantage of all three success criteria..
Push technology could be analagous to, "TV in an empty room" with automated
ratings the sofas viewing habits would be counted among the audience....this
is one reason why the most successful advertising medium still has not
institutited a new method to measure ratings..."does a commercial really
make an impression on an empty room???"
At 09:06 AM 4/15/97 -0700, Christopher Olin wrote:
>To date, all ad impressions on the Web have been counted the same way.
>Whether the ad was requested by the user or pushed out to the user, it has
>been one ad impression.
>
>As sites take advantage of push technology, ads may be displayed on users'
>screens without getting any attention from the user. In fact, the user
>might not even be sitting at their chair when the ad is displayed!
>
>Should the ad impression metric be redifined to dinstinguish between
>
>- an ad impression that resulted from a request from a user (more valuable)
>- an ad impression that was unrelated to a user request (less valuable)
>
>Any ideas about what the value ratio would be between a requested ad
>impression and a pushed ad impression?
Bob Gordon Gordon Communications
624 W. Main St. 6th Floor Louisville, KY 40202
bgordon_at_theautochannel.com http://www.theautochannel.com
502-584-4100 FAX: 502-568-2501
