ONLINE-ADS>> WEB-AD'98 COVERAGE: 2/11/98 - Report from the floor, #4

richard_at_tenagra.com
Wed, 11 Feb 1998 09:07:37 -0600 (CST)

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Web Advertising '98 Email Coverage
Report from the floor, #4
February 11, 1998

This is the third in a series of 10 reports from Richard Hoy, who
covered the Web Advertising '98 conference in New York last week.
You will receive these reports in addition to your normal Online Ads
posts/digests.

This coverage is archived at:
http://www.o-a.com/webad98/webad98-archive.html

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This conference coverage is generously underwritten by:

Discover the best source for Internet marketing trends and tactics!
http://www.cobb.com/go/iba/o-a

Internet Business Advantage brings you all the information that
Internet marketers are looking for--advice, case studies, new
technology, and statistical information to help you make smarter
Internet marketing decisions. Learn the insider secrets that open the
power and potential of marketing and selling on the Internet!

Your subscription to Internet Business Advantage includes a bi-weekly
print newsletter; weekly E-mail updates; and complete access to the
companion Web site.

Subscribe to Internet Business Advantage today:
http://www.cobb.com/go/iba/o-a

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So here is a recap of what we learned last week:

-Radio and TV had a surprising number of similarities to the Internet in
their evolution and acceptance as a new ad medium.

-The demographics of the Internet are still growing at an astounding rate.

-Measuring site traffic is as big problem as ever because everyone still
insists on using different metrics.

-Ad targeting is primitive online as compared to off-line media.

-Banners can act both as branding and direct marketing vehicles at the same
time.

-David Yoder, one of the biggest critics against the cost effectiveness of
branding on the Web, concedes that maybe we can't directly compare off-line
branding to online branding. In fact, there may be such a thing as "active"
branding. A phenomenon only achievable on the Web.

-Yahoo and some other major sites have a hell of a lot of reach. It is
almost a one-to-one correlation with impressions delivered.

-Local advertising might be where it's at if you want to sell. Studies
suggest people who surf local sites are twice as likely to buy.

-Forrester's methodology for their study on branding stinks. MB Interactive
did a much better job with their branding studies.

That's it for the short summary stuff. Now get ready for six in-depth
reports, each focusing on one particular session.

RELATED LINKS:

Pictures from the conference, courtesy of WebRep
http://www.webrep.net/Pages/wa98ny1.htm

specific presentations
----------------------
Channel Seven's examples of 1997 innovative ads
http://www.iadcampaigns.com/iadcampaigns/index_iad_nojava.html

What It Costs And What You Get - Ad Rates And Offerings.
http://www.adresource.com/html/body_whatcost98.html

Shopping For Local Advertising.
http://www.adresource.com/html/body_shopping.html

Getting Linked: How to promote your site for free
(NOTE: Eric's site was hit by a hacker shortly after putting this up. To
get the current URL of his presentation, email him at: netpost_at_netpost.com
)

IAB Branding Study
http://www.mbinteractive.com/site/iab/study.html

Berkley Systems Study
http://www.bezerk.com/advertising/htmls/research.html

sources for most trafficed sites
--------------------------------
Media Metrix
http://www.mediametrix.com/interact_mmnewmedia.htm

Relevant Knowledge
http://www.relevantknowledge.com/Press/sdindex.html

Hot 100
http://www.hot100.com/

third-party ad servers
----------------------
AdKnowledge
http://www.adknowledge.com/

Matchlogic
http://www.matchlogic.com

Imgis
http://www.imgis.com/

log analysis tools
------------------
Accrue Insight
http://www.accrue.com/

Andromedia's Aria
http://www.andromedia.com/

WebTrends
http://www.webtrends.com/

Marketwave's Hit List Standard/Pro/Enterprise
http://www.marketwave.com/

net.Analysis Pro
http://www.netgen.com/

vendors demonstrating technology
--------------------------------
AdKnowledge
http://www.adknowledge.com/

Andromedia
http://www.andromedia.com/

Berkeley Systems
http://www.BerkeleySystems.com/lite/home.html

Intellipost
http://www.intellipost.com/

InterVU
http://www.intervu.com/

IMGIS
http://www.imgis.com/

I/PRO
http://www.ipro.com

LinkExchange
http://www.linkexchange.com

Linkshare
http://www.linkshare.com/

This ends the fourth report from Web Advertising 98. Stay tuned for more
floor reports and detailed session synopses.

======================================================================
======================================================================
This conference coverage is generously underwritten by:

Discover the best source for Internet marketing trends and tactics!
http://www.cobb.com/go/iba/o-a

Internet Business Advantage brings you all the information that
Internet marketers are looking for--advice, case studies, new
technology, and statistical information to help you make smarter
Internet marketing decisions. Learn the insider secrets that open the
power and potential of marketing and selling on the Internet!

Your subscription to Internet Business Advantage includes a bi-weekly
print newsletter; weekly E-mail updates; and complete access to the
companion Web site.

Subscribe to Internet Business Advantage today:
http://www.cobb.com/go/iba/o-a

======================================================================
======================================================================

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