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

Chris Olin (olin_at_ipro.com)
Wed, 16 Apr 1997 17:06:11 -0700

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At 03:47 PM 4/16/97 -0400, you wrote:
> 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..

Do you plan to measure exposure time for each ad exposure? Would you base
that on the amount of time between when the ad was requested by the user and
when the next request was received? Would you be able to tell if the ad is
on a part of the Web page that the user is actually viewing? (For instance,
if the user has to scroll down to see the ad and never does, it should not
be an exposure.)

>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???"

Clearly there is a need to distinguish between this kind of exposure and one
where the user is interacting with content adjacent to the ad.

Chris

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Christopher Olin, Senior Product Manager Tel: (415) 228-4421 (direct)
I/PRO - Internet Profiles Corporation (415) 228-4400 (general)
URL http://www.ipro.com Fax: (415) 975-5818
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