NONE: Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount
Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount
Kevin (kevin_at_obgyn.net)
Wed, 05 Nov 1997 12:54:34 -0600
Chris Bertchie wrote:
> Richard Hoy wrote:
> > >A couple of questions for you all about this. First, what does this
> mean to
> > >publishers? Does it devalue our CPMs? Or, with audited Matchlogic
> statement
> > >in hand, can we now charge advertisers for that undercounted 76%?
>
> Jay Gondelman wrote:
> > It seems to be the value of the numbers generated are like the
> magazine
> > audits that count pass-along value, beyond just the one subscription
> copy
> > that gets mailed or purchased.
> > Maybe it puts a better perspective on the CPMs, since they actual
> rate will
> > be lower, but the reach truly higher.
>
> Passalong is a great analogy. Like passalong, the hidden reach of
> cached
> impressions simply increases the value, not the cost. The effect on
> CTR
> would be devastating
> if every impression showed, and even though there is growing
> agreement that clickthrough isn't the be-all, end-all, it is still
> the most visible, immediate measure of "success": It'll be with us
> for a while, though an increase in reach and reduction in CTR might
> make branding more acceptable (?) desirable (?) necessary (?) as an
> online campaign objective.
Sorry to jump back on this thread so late, but I have been saving my
Online Ads messages for a few days, until I got an opportunity to review
them. It looks like 12:30AM is the best I could do.
In summary, if we (the industry) are essentially basing our pricing on
CPM (as it seems to be an ongoing topic), it is absolutely crucial to
know just how many time the ads are being viewed. I agree that CTR is
also important, but if a high CTR is because visitors see the same ad
twice as much, there is no validity for this in my mind.
Last March, I approached our technical staff with the very question of
banner ad caching and to find out how many actual page views we were
getting. The answer was: "If a page gets cached they don't have to
download it from us again and if a static ad is on it, they do not have
to download that either". This posed a major problem to me as a
marketing person, because customers do not want to here "you may
actually be getting additional exposures, but we don't know how many".
Further they will never buy the fact that you might be providing 3 times
more exposures than you can justify and report to them.
What we did was this: developed a program that would not allow our
banners to cache, but would allow the page to. The result is very
similar to that of TrueCount, except that we have total control of it.
The result was not as astounding as the possibilities mentioned in the
TrueCount report (~75% unreported), but it did have a pronounced effect
on our reporting.
As expected, our CTR did drop, but our total exposures increased
equally. What I can do now is determine actual page view, based on
actual exposure, and can report these figures to advertisers. Our CTR is
still up with industry standards and is of course related to the banner
creative, but I would much rather know what we are actually doing than
to guess.
Further, I had some discussions with the people at MatchLogic and, at
that time, they were only offering solutions for Fortune 100 type
accounts and we basing there sales model on a CPM maintenance and
reporting fee. In other words, it seemed that, as much as there was alot
of set-up and cost involved, they want to make their money off the
success and ongoing activity of their clients sites.
--
Kevin Leathers -- Sales & Marketing Dir. -- <http://www.obgyn.net>
-- mailto:kevin_at_obgyn.net -- Phone:(512)451-2842 --
"The Universe of Women's Health for Medical Professionals, Women
& Industry" ONLINE MEDIA KIT: <http://www.obgyn.net/advert/advert.htm>
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