 |
|
NONE: ONLINE-ADS>> percentage of false impressions
ONLINE-ADS>> percentage of false impressions
LMitrovich_at_hhcc.com
Wed, 28 May 1997 14:21:39 -0400
Dear All,
I love the dynamic, asynchronous nature of electronically-facilitated
communication. I still can't get over my inability to respond to things in
a timely fashion. Apologies for this week-old response.
Thanks to Mick Cunningham of The Guardian and The Observer for contributing
his experiences with Whitbread Beer Company in the online magazine, Shift
Control. My point about risk sharing had nothing to do creative
sponsorship opportunities. I want to make it clear to everyone that my
reps have always been willing to create compelling and unique sponsored
content: advertorials, jump pages, interstitials, even clues in online
treasure hunts. My point about risk sharing addressed remuneration, only.
That is, publishers do not want to share the financial risk associated with
creative execution.
Last week I attended an online conference here in Boston. At one point,
the panel discussion came around to CPMs and pricing issues. Of those who
spoke on the topic, almost all agreed that pricing on a CPM basis was the
most fair/equitable/sensible arrangement at this point in time. I
understand and can appreciate the argument that forcing publishers to
collect a revenue stream on a cost-per-response basis shifts responsibility
on to the site.
At the end of this panel discussion, I, of course, raised my hand and asked
the following question. "Does anyone on the panel have any estimates of
what percentage of a given online campaign's impressions are false? And
how do you justify pricing on a CPM basis when it can safely be assumed
that a significant percentage of impressions are false?" We all know about
caching, browsing with graphics turned off, spiders, bots. I've seen
estimates that anywhere from 5% to 40% of online impressions are false -
they don't occur in front of active, seeing eyeballs. The response I got
was the vocal equivalent of a shuffling of the feet and some commentary on
how auditing will address this issue. Fine, auditing will address this
issue. How long will it take for the auditing community to catch up? I
have yet to have publishers provide me with audits on any sort of
consistent basis. I furthermore know that I have paid for a significant
number of impressions that were never delivered to living people. And
that's the risk that I bear.
Mick, I can't agree with you more. We cannot approach this medium with the
established patterns we have been using in traditional media. Strict CPM
pricing is traditional media. Before we get all up in arms, we have to
examine what we know online's strengths and weaknesses to be (at least so
far). By knowing what interactive media do well and don't do well, we can
get to the point where we understand where the risks are and who is
responsible for those risks. Anybody want to start a discussion on
strengths and weaknesses?
Laura K. Mitrovich
Senior Interactive Media Planner
Hill, Holliday Advertising
phone: 617-859-4075
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
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. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
