NONE: Re: ONLINE-ADS>> Charging for cached ad views
Re: ONLINE-ADS>> Charging for cached ad views
Tom_Wentworth_at_Narrative.com
Wed, 18 Feb 1998 14:49:08 -0400
Rick Bruner wrote:
>Also, it's worth pointing out that the folks who *really*
>get around the caching question are those serving streaming
>interactive Java ads, such as Narrative/Enliven, and a few
>smaller companies like Thinking Media
>(www.thethinkingmedia.com) and Zapa. Because of their their
>streaming Java technology, they have a back-channel of
>information where the ad itself can report back amazing
>information from the user's brower to the server, such as
>how many times the ad has been served out of the local
>browser cache, how long it was displayed, what parts of the
>ad a mouse simply passed over, and so on.
Enliven tracks two numbers in regards to how many times a banner
was seen, deliveries and impressions. An Enliven delivery is basically the
same as a .gif impression ie. the number of times the Enliven Java classes
were "delivered" from the server to the client browser. An Enliven
impression is defined as the number of times the banner actually begins
playings. Each time an Enliven banner appears on the screen, we send an
encoded URL to the Enliven server that counts an impression. This
effectively "busts the cache" since regardless of whether or not the banner
is cached locally, the Enliven applet will always count an impression each
time the banner is seen.
This raises an important question to agencies/advertisers ... what should
click through percent be based on deliveries or impressions? Since the
impressions number is usually much higher than deliveries, calculating
click through against impressions results in a lower percentage. At
Narrative, we are seeing a shift away from click through as being the most
important metric for judging the success of a campaign since we track more
detailed interaction data however we are still seeing a fair number of
"click through" campaigns. Personally, I believe that the impressions
number is far more accurate (and more valuable) ... what do you think?
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
Tom Wentworth
Product Manager - Narrative Communications
twentworth_at_narrative.com (781) 768-2038
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