Re: ONLINE-ADS>> Slates study from summer

Susan Cooney (smc_at_linkexchange.com)
Thu, 15 Jan 1998 12:03:31 -0600

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Josh Elmore: "Re: ONLINE-ADS>> Haggling..."
• Archive Home Page
• Search
• Previous message: hoffman_at_colette.ogsm.Vanderbilt.Edu: "ONLINE-ADS>> EC Reports Available"
• Maybe in reply to: Thomas J. Borgerding: "ONLINE-ADS>> Slates study from summer"
• Next in thread: Leo Sheiner: "Re: ONLINE-ADS>> Slates study from summer"

Tom -

I've been reading your correspondence with Alan very closely. And, I want
to thank you for beginning this thread. As you can imagine, here at
LinkExchange, we drive this issue on a daily basis. While marketers'
ability to 'evaluate' internet media has evolved quite a bit from a few
years ago, I agree, we still have a very long way to go. Our (LinkExchange)
approach has recently changed to 'presenting the value' of the other 98% of
viewers who see your ad online, as opposed to the 'average 2%' who click on
the banner. In fact, there have been a few studies (Millward Brown to name
one) that heavily support the 'value' of an impression compared to other
media (TV, Radio, Print), and not the click-thru as a way to measure
effectiveness.

There will be many different ways to measure the effectiveness
(quantitative or qualitative) of online media. I believe the established
media and other key influencers, who are still coming on board with the
whole internet media frenzy (understanding/education), will continue to
lead the thought on how to measure online media for a time to come. Perhaps
the most valuable measurement of online media will 'grow' from the 'nature'
of the internet and not from established practices and models.

Susan M. Cooney
Director of Channel Development
LinkExchange. Powered by People.
--------------
t. 415-543-4435 x107
e. smc_at_linkexchange.com

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

Check out our AdTech: West coverage all this weeK
http://www.o-a.com/adtech-archive.html

brought to you in part by Match.com
http://www.match.com/advertising/

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: Josh Elmore: "Re: ONLINE-ADS>> Haggling..."
• Archive Home Page
• Search
• Previous message: hoffman_at_colette.ogsm.Vanderbilt.Edu: "ONLINE-ADS>> EC Reports Available"
• Maybe in reply to: Thomas J. Borgerding: "ONLINE-ADS>> Slates study from summer"
• Next in thread: Leo Sheiner: "Re: ONLINE-ADS>> Slates study from summer"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.