ONLINE-ADS>> Viewing ad may be more valuable than click-thru

Kathy E. Gill (kathy.gill_at_boeing.com)
Thu, 25 Sep 1997 11:01:43 -0700

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Per the following -- my analysis: banner ad views are just important --
and may be MORE -- important than Click-Thrus. Thus, banner ads provide
a service to the advertiser that right now the web site is not being
compensated for with click-thru only payments.

FROM EDUPAGE:

A new survey, conducted by WWP Group's Millward Brown International,
finds that the banner ads now ubiquitous to most Web sites are actually
working, and that they're responsible for 96% of what a consumer
remembers about an advertiser online. Twelve people out of 100 were
likely to recall seeing a Web ad after viewing it just once, vs. only 10
people who were likely to remember a TV commercial after one viewing.
The June survey polled 17,000 respondents who frequented 12 Web sites.
"For the last two-plus years, the industry has been marching down the
path that the real ad is at the advertiser's site," says a senior VP at
ESPN/ABC News Online Ventures. "What this research demonstrates is that
the real ad is at the banner level." (Wall Street Journal 25 Sep 97)

Kathy E. Gill <kathy.gill_at_boeing.com>

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