ONLINE-ADS>> value of requested ad vs. pushed ad?

Sean Pfister (seanp_at_cnet.com)
Wed, 16 Apr 1997 16:59:36 -0700

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Chris writes:
>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)

I don't see a priori why there should be a difference. In print, the cpm is
based on the subscribers but there's no guarantee that all the subscribers
read the entire magazine (or more importantly, the section of the magazine
where your ad is placed). On the other hand, I expect advertisers to press
this issue.

The solution is probably in some form of syndicated research where audience
behavior can be measured and applied to the users. In print, studies like
Simmons, MRI et al ask about how many issues of a publication are read (eg
4 of 4, 3 of 4, etc.)k and what % of the publication is read or looked into.

It's kludgy, but it gives media planners some notion of how BPA and ABC
audits compare to total readership, and how audience members "consume" the
publication. There are 4 or 5 companies attempting to measure Web audiences
in this fashion--eventually one or two of them will come up with a
defensible methodology (and maybe they'll even explain it to us.) and media
planning on the Web will be a lot easier.

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