Re: ONLINE-ADS>> Mass Medium, Targeting?

Ivan Weltman (ivan_at_tudogs.com)
Wed, 1 Jul 1998 23:03:53 +2000

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LOpauski_at_aol.com wrote:

> I am surprised someone has not already mentioned "frequency" in response to
> this posting. Three impressions may be counted, but this cache busting does
> not have to lower click-through rates. Enter frequency-capping. With the
> prevalence of cache-busitng and the puported decrease in CTR's, I believe
> advetising customers will begin demanding frequency capping. These
>should not
> be counted as three impressions, rather reach of 1, and frequency of 3.
>

Frequency capping is already with us - but this is a whole new
discussion. The point is simply that reported CTRs are declining, and
one of the causes of this reported decline is a change in
measurement. As any publisher knows, the day cache-busting is
introduced is the day that recorded impressions leap (often more than
doubling) and CTRs decline.

We know from experience!

___________________________________________
Ivan Weltman
Southern Cross Media
http://www.southerncrossmedia.co.za

The Ultimate Directory Of Gratis Software
http://tudogs.com

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