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

Sean Pfister (seanp_at_cnet.com)
Fri, 21 Feb 1997 18:41:44 -0800 (PST)

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At 6:06 PM -0600 2/21/97, M. Jenks wrote:

>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?

I don't know what the best way is, but I think such a study should have at
least these elements:

1. An adequate sampling procedure, to insure that the results are
projectable to some definable universe.

2. A means of measuring pre- and post- awareness (or preference) levels.
This is tricky (especially with dynamic ad delivery) because you need a
means of knowing what ads sample members have actually been exposed to, but
it's possible. It's also possible to use a kind of randomized block design
(ie, sample members are randomly assigned to control groups) so that the
"pre-" portion of the test is effectively managed.

3. A good response rate, somewhere around 50%. Failing that, a means of
accounting for possible non-response bias (ie a special follow-up query
among non-respondents)

4. A sample that's large enough to (statistically) detect differences in
the measured attribute.

The IAB and the ARF are working on studies that would serve the industry
and perhaps incorporate some or all of these notions.

____________________________________________________
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