NONE: Re: ONLINE-ADS>> 2% vs 98%. Really?
Re: ONLINE-ADS>> 2% vs 98%. Really?
Dan Arnall (darnall_at_learfield.com)
Tue, 24 Feb 1998 10:04:30 -0800
>Try to look at this from the advertising agency's point of view. All of
>a sudden, sites are charging for their cached ad views. This makes
>click rates plunge. Here's why...
>
>For the most part, selling cached ad views will result in the advertiser
>being charged for more ad views, but pretty much the same number of
>clicks. This is particularly true if an agency is using third-party ad
>serving that doesn't defeat cache. Thus, click rates drop and the
>advertiser gets much less of a return on investment than it did
>previously. Get it?
Correct me if I'm wrong, but we seem to have a significant logical flaw
here. Sites that report cached ad views are more accurately reporting the
number of impressions, and thus giving advertisers and their agencies a more
realistic picture of performance (not to mention a meaningful/factual ROI).
I've been following this "To Count or Not To Count" thread for quite some
time and think the fundamental answer content providers, advertisers and
agencies should commit themselves to is providing the most accurate picture
of impressions and click-throughs.
Granted, the self-interest of the agency (and in some cases the website)
would tend to lean the other way. Those valued online ad accounts are often
decided based on the past media successes (i.e.: high click-throughs) of a
shop. Anything that would tend to deflate the success could be fatal in the
eyes of an interactive agencyís media group.
But, an impression is an impression, cached or not. The advertiser realizes
value; the consumer has the opportunity to interact with the product or
brand; so why shouldnít the website be compensated for creating the
transaction?
I think itís in everyoneís best interest to get a true picture of
performance, even if that means charging for cached ads and diving down the
netís impressive 3-5% click-through rate even further.
Daniel Arnall
Marketing Director, Straylight
A Learfield Communications Company
darnall_at_straylightlc.com
206.444.0050 tel
206.444.0053 fax
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