ONLINE-ADS>> guaranteed impressions

Stefanie Nelson (snelson_at_dsw.com)
Mon, 20 Jan 1997 10:08:42 -0700

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On Fri, 17 Jan 1997, Ibrey Woodall asked:

>Based on your experience, have you found that advertiser's are more interested
>in reaching the guaranteed amount of impressions (which is the primary
>measurement of the sale) or making sure their banner is up for the duration of
>the contract......I've had instances where we've reached the guaranteed number
>of impressions slightly before the end of the contract and taken the banner
>down...the client balked, of course.....is everyone just overdelivering?

Ibrey,

The guarantee should be the minimum number of impressions the advertiser should
expect in the given time period, not the maximum. Overdelivery is not a bad
thing - it brings the total cpm and cost-per-click down, making your site look
more efficient than was expected.

Hope that helps!

Sincerely,

Stefanie L. Nelson
Senior Interactive Media Planner
Euro RSCG Dahlin Smith White

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