Re: ONLINE-ADS>> Repeated banners to same user

Kenneth C. Jenks (mindseye_at_tale.com)
Thu, 20 Feb 1997 22:44:13 -0600

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Sean Pfister <seanp_at_cnet.com> wrote:

>Focus groups are not the appropriate medium to quantitatively measure the
>effects of ad banners on recall, preference, awareness, consideration or
>any other similar metric. I don't mean to play "research sheriff", but
>reporting percentage responses from qualitative data clouds the issue.

In your professional opinion, what is the best way to quantitatively measure the
effects of ad banners on recall, preference, awareness, consideration or any
other similar metric? For a small site like ours, we couldn't afford a big
study, so a focus group seemed the way to go. What would be the most
cost-effective way of measuring ad effectiveness?

We have a special case, since we have full-page ads instead of banners, but
the principles seem the same. We also sponsor banner ads on other sites, and
I'd like some better way of quantifying their effectiveness.

-- Ken Jenks, Editor-in-chief, Mind's Eye Fiction
http://tale.com/ -- The First Web Publisher
MindsEye_at_tale.com -- Full page ads: http://tale.com/profile/

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