Re: ONLINE-ADS>> Mechanical Clicks

Arie Grossman (agrossman_at_play4prizes.com)
Thu, 05 Jun 1997 16:39:16 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Sue Levin: "ONLINE-ADS>> AOL Cache Info/Click-Through Rates"
• Previous message: Claude L. Johnson: "ONLINE-ADS>> OPS integration w/ RDBMSs"

At 09:34 AM 6/4/97 -0700, Brian Monahan wrote:
>Ad dollars are flowing to sites that offer performance based pricing.
>Sites greatly improve their chances of making one of my plans by offering a
>cost per visit deal.
>

This naturally raises the question of just how does one measure performance
for an campaign? The standard yardstick has been the impression or page
view. However, this fails to recognize the technological capability of the
Internet to deliver targeted, interactive, one-on-one marketing opportunities.

For this reason, many marketers prefer click-through based pricing. But
even this measure of performance does not guarantee a measurable ROI.

At Play4Prizes we recognize our clients need for performance based pricing.
Therefore we only charge only for visits. But that's not enough. We also
incorporate our client's message into our content and provide incentives
for customers to click-through beyond our client's home page - thereby
turning an ordinary click-through into an interactive visit.

I suspect the CPM model for measuring results will disappear as marketers
demand a measurable return for their advertising dollar.

- A. Grossman

http://www.play4prizes.com/m/
Why pay for banners? Get targeted, interactive visits for less!

• Archive Home Page
• Search
• Next message: Sue Levin: "ONLINE-ADS>> AOL Cache Info/Click-Through Rates"
• Previous message: Claude L. Johnson: "ONLINE-ADS>> OPS integration w/ RDBMSs"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.