NONE: ONLINE-ADS>> DEBATE: 4/13/98 - Intro - measuring impressions
ONLINE-ADS>> DEBATE: 4/13/98 - Intro - measuring impressions
richard_at_tenagra.com
Mon, 13 Apr 1998 11:51:04 -0500 (CDT)
Hey all,
Sender: owner-online-ads_at_o-a.com
Precedence: bulk
As many of you know, today starts our two week debate on the
question:
How should our industry measure an impression?
We've assembled a panel of 16 industry leaders who have
generously agreed to give their time over the next two weeks
to help us better understand the issue. Below my signature
is the roster of panelists in alphabetical order, with a
short description on their backgrounds and companies.
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HOW IT WORKS
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The debate will start with a position statement from each
panelist. After that, anyone is free to respond. We are
keeping responses to around 150 words and we are limiting
posts to one per day per person. The debate will run for two
weeks or until we exhaust the issue, which ever comes first.
Each day's posts will be bundled into a single digest with
this subject line:
ONLINE-ADS>> DEBATE: <date> - measuring impressions, <digest #>
The debate digest will be a separate mailing. You will
receive them in addition to your normal Online Ads
posts/digests/reports. Each day's debate digest will go out
at Noon central time, so if you want your response
considered for inclusion, be sure to send it to me by then.
Send all your posts to the standard posting address for the
list: online-ads_at_o-a.com.
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BACKGROUND ON THE ISSUE
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How should our industry measure an impression? It sounds
like a simple question, right? The reality is that it isn't.
The first person to bring to my attention what a problem
this issue still is for our industry was Brad Aronson,
president of i-frontier. Last February, during Web
Advertising '98 in New York, Brad co-presented a session on
measurement. He discussed lots of anomalies that screw up
accurate measurement in this medium. Many I already knew.
But the one that really floored me is that four years into
this online advertising stuff we still don't have a clear
definition of the most basic metric in our industry. In fact,
major industry players are using different methodologies.
Specifically, Brad said:
"What is an ad impression. Or an ad view. Or an ad request?
Everyone's calling different things. However, from what I'm
seeing, when people do reporting for clients they just put
it all under a heading called 'impressions'. Depending on
who is giving you your data, you can't really compare what
is going on."
That is essentially the problem. How can you really measure
what is going on if everyone uses a different yardstick?
I did a whole report on Brad's session. If you want to
review the report, it is online at:
http://www.o-a.com/webad98/webad98-floor5.html
So lets see what the experts have to say. The first debate digest should be
out shortly.
thanks,
richard
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BACKGROUND ON THE PANEL
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Brad Aronson, president
i-frontier
Brad is the co-author of "Advertising on the Internet" (John
Wiley and Sons). He is the author of "Banners and Beyond:
Strategies for Branding, Driving Traffic and Sales" (Jupiter
Communications) and he is a columnist for Interactive PR and
Marketing News.
i-frontier, is an Internet advertising agency. i-frontier
manage campaigns for clients including: Thunder Lizard
Productions, ICONOCAST, Book-of-the-Month Club, StarMedia
Network, BYTE Magazine, Schering-Plough's Claritin, and
others.
~~~~~~~~
Kathleen Bagley, strategic relationships
Accipiter, Inc.
Kathleen has been working with Chris Evans at various start
ups, the past year of which has been at Accipiter. She has
been instrumental in overseeing and driving partner
relationships and technical integration with industry
leaders such as; ABC Interactive, I/PRO, InterVU, Narrative,
Macromedia, Matchlogic, Microsoft, and many others.
Accipiter Inc. is the leading provider of Internet
advertising management solutions. Accipiter AdManager
allows sites to generate revenue through online ad sales and
manages the process for the top sites and networks
including, CNET, Lycos, MSNBC, Tripod, WebTV Networks, and
ZDNet. Accipiter was recently acquired by CMG Information
Services and will be combining efforts with Engage
Technologies to provide top-notch technology and services
allowing sites to identify and reach their audience.
~~~~~~~~
Dave Barlin, strategic partnerships manager
I/PRO
Dave has been with I/PRO for the past three years in various
posts, including product management and product marketing.
Dave currently develops strategic partnerships for I/PRO's
Dispatch service, which manages the on-line media planning
and buying process.
I/PRO is the leader in World Wide Web traffic verification,
analysis, and research. The company provides online ad
campaign management services, as well as analyzes and
validates activity which enables marketers to understand
their customers and site usage. I/PRO's services include
Nielsen I/PRO I/AUDIT, Nielsen I/PRO NetLine and Nielsen
I/PRO Dispatch.
~~~~~~~~
Kate Everett-Thorp, President & CEO
Lot21 Interactive Advertising Group, Inc.
Chair, IAB Media Measurement Task Force
Kate brings Lot21 her unparalleled knowledge of the online
advertising industry, with the intention of providing
Lot21's clients with the most effective campaigns online.
Prior to Founding Lot21, Kate was the Vice President Of
Crusader & Advertiser Programs at CNET: The Computer Network
where she guided the strategic development of advertising
programs and client markets. Kate also serves on the
Internet Advertising Bureau's Board of Directors and Chairs
the Media Measurement Task Force.
Lot21 is an interactive marketing, media and advertising
agency specializing in the creation of integrated marketing
solutions for advertisers who want to better target and
convert consumers to their brand, products and services.
Lot21's focus is online advertising, from planning media to
designing creative to consumer conversion.
~~~~~~~~
Mark Grimes, president
e/y/e/s/c/r/e/a/m interactive, inc.
Located in Portland, Oregon eyescream is a boutique online
advertising agency utilizing creative and e-commerce
strategies. eyescream integrates interactive marketing
strategies successfully within an advertisers current
marketing mix. we specialize in combining both direct
marketing and branding elements in the media planning and
traffic driving integration of client campaigns.
~~~~~~~~
Tom Hespos, media manager
K2 Design, Inc.
Tom started his Internet advertising career in 1994 at
Young& Rubicam, where he worked on the recommendation for
the U.S. Army Recruiting web site. Moving to K2 Design in
September of 1996, Tom and rest of the K2 team developed
media campaigns for America Online, Bell Atlantic,
Toys"R"Us, Cox Interactive Media and Planet Direct, to name
a few. Tom is also the Webmaster and creator of OLAF - the
On Line Advertising Forum, an online resource for people who
advertise on the web ( http://www.olaf.net ).
K2 Design, Inc. (NASDAQ: KTWO) is a leading full-service
interactive advertising and marketing agency, specializing
in online brand building strategies and media campaigns for
both traditional and new media platforms. K2 executes a
variety of Internet and traditional advertising and
marketing projects and services for such clients as
Bellcore, Standard & Poor's, Inc., Bell Atlantic and
WavePhore, Inc.
~~~~~~~~
Tom Kressly, product manager
Accipiter Inc.
Tom is the product manager for both the AdManager product
and the AdBureau service offerings. Tom has been
instrumental in the development of the products since our
launch in November, 1996 and a played key role in
implementing our technology with some of our key customers
such as Lycos, C|Net, Microsoft, and ZDNET.
Accipiter Inc. is the leading provider of Internet
advertising management solutions. Accipiter AdManager
allows sites to generate revenue through online ad sales and
manages the process for the top sites and networks
including, CNET, Lycos, MSNBC, Tripod, WebTV Networks, and
ZDNet. Accipiter was recently acquired by CMG Information
Services and will be combining efforts with Engage
Technologies to provide top-notch technology and services
allowing sites to identify and reach their audience.
~~~~~~~~
Jim Meskauskas, media planner, interactive media dev.
Hawk Media
Jim is a UC Berkeley grad, andwent pretty much straight into
media after a brief stint in financial services and as a
free-lance essayist (just can't live off of those free
copies of underground magazines!). He learned the basics of
traditional media planning at Hawk, then left for a 9-month
media gig at Left Field, buying and planning for Amazon.com,
RealNetworks, Sprint, Bank of America, and others. He
returned to Hawk last October, where he works to integrate
interactive media into the traditional media mix.
Media management consultancy started with the idea of being
a 3rd party independent auditor of broadcast media. Hawk
currently works as a strategic partner with a number of
creative boutiques (or clients directly) to provide
full-service solutions to companies' advertising and
marketing needs. Clients include Transamerica, McKesson
Corp., Electronic Arts, Maxis, Franzia, Corbet Canyon, Zand,
and Burger King.
~~~~~~~~
Laura Mitrovich, interactive media supervisor
Thunder House Online Marketing Communications
Laura joined Thunder House in 1997, and have worked on Pandesic,
MobileSoft, MasterCard, AT&T, Lucent, and Trilogy. She was
the Senior Interactive Media Planner at Hill, Holliday
previously, where I established the interactive media buying
process and worked on Lotus Development Group, Budget
Rent-A-Car, Digital Equipment Corp., and Wang, among others.
Before that, I finished my thesis on interactive marketing
at the University of Texas at Austin, where I completed my
graduate work.
Thunder House Online Marketing Communications is the
interactive corridor of McCann-Erickson. Our capabilities
include: brand analysis, strategic planning, Web site
development, technology solutions, media planning/buying,
measurement and analysis, and intraoffice bocce. In
addition to the clients mentioned above, TH has on its
roster Soloman Smith Barney, Schwab International, Black &
Decker, Marriott, L'Oreal Cosmetics, Tiffany & Co., and
Price Waterhouse.
~~~~~~~~
Neil Monnens, president
WebRep
Neil began his media planning career in 1989 at DDB/Needham
in Los Angeles on the Universal Pictures account. After DDB
Neil worked at Bozell (Rockwell, Asics Apparel, Kawasaki
Motors), Tallant LaPointe (Ampex, Hewlett-Packard), Oracle
Corporation and Anderson & Lembke (Microsoft Office 95, MSN).
WebRep (http://www.webrep.net) is an online advertising
representation firm. WebRep represents a select group of
premier web sites including Businesswire, Datamation,
Kiplinger, National Geographic, Onsale, and Variety.
~~~~~~~~
Sean Psfister, director of research and analysis
C|net
Sean is responsible for managing the company's market
research activities. These include audience measurement,
syndicated, brand studies, log file analysis, user interface
testing and competitive intelligence.
~~~~~~~~
Chris Redlitz, vice president, media sales
Adauction.com, Inc.
Chris has been involved in the Internet and online
advertising since its true infancy. Prior to Adauction.com,
he was Vice President of National Sales at H.O.T! Coupons,
the leading provider of Internet coupons. Previously,
Redlitz was part of the core team that helped launch On
Village Communications, an Internet yellow page service. He
came to the interactive arena from a strong background in
consumer product sales and marketing. As one of the
pioneers at Reebok International, Chris participated in the
company's intense growth period when sales leapt from $15
million to $2.5 billion worldwide.
Adauction.com, the online ad auction channel, offers media
buyers an automated platform to save on quality Internet ad
space. The Web's leading publishers leverage the
Adauction.com sales channel to generate incremental revenue
from expiring online advertising inventory. Partnering with
Moai Technologies and IMGIS, Adauction.com provides an
automated transaction platform, as well as powerful ad
serving and reporting to simplify online media buying and ad
campaign management.
~~~~~~~~
Tom Shields, vice president and chief technology officer
NetGravity, Inc.
Tom has over 10 years experience in software development,
having overseen all phases of the software product cycle
from design to delivery, on products ranging from banking
software to artificial intelligence. Prior to starting
NetGravity, Tom was a development manager in the Oracle
multimedia and database tools division, and before that he
was an early member of two other startup companies. Tom
holds a B.S. degree in Computer Science from Harvard
University.
NetGravity is the industry-leading provider of online
marketing solutions. We provide advertising management
solutions to websites and networks of sites, enabling them
to effectively manage their business and maximize their
revenues. We also provide intelligent advertising solutions
to marketers enabling them to drive customer acquisition and
retention via the Web.
~~~~~~~~
Tom Wentworth, product manager
Narrative Communications
Tom Wentworth is resposible for setting Narrative's
technology direction . His role includes working closely
with leading interactive agencies to produce innovative
campaigns using Enliven. Prior to joining Narrative, Mr.
Wentworth was a Product Evangelist for Aimtech Corporation
where he helped create the award winning authoring tool
"Jamba".
Narrative Communications Corp. is a leader in high-impact
advertising and direct marketing solutions for the Web.
Narrative's flagship technology Enliven is proven to improve
online ad response, capture leads, and deliver detailed ad
interaction reports, without compromising privacy.
~~~~~~~~
David Zinman, founder, dir of product mgmt
AdKnowledge, Inc.
David is one of the pioneers in Internet advertising, having
founded Focalink Communications three years ago. The company
has since merged with ClickOver to form AdKnowledge Inc.
David served as CEO, and been in charge of sales and
marketing, before taking over Product Management for the
company.
AdKnowledge builds integrated marketing solutions for ad
agencies, web marketers, and web sites. Today, over 80
leading agencies and marketers use MarketMatch and
SmartBanner, AdKnowledge's planning, buying, trafficking,
and reporting tools, including CKS, Young & Rubicam, K2
Design, and i-traffic. In addition, there are over 100
production installations of Clickwise, AdKnowledge's
real-time ad management system for web sites, including
Sportsline, Classifieds 2000, and Web21.
~~~~~~~~
There is other panelists that I don't have a bio of yet -
Michael Tanne, vice president of marketing, IMGIS. As soon
as it comes in, I'll forward it on to the list.
END
