NONE: Re: ONLINE-ADS>> Mass Medium, Targeting?
Re: ONLINE-ADS>> Mass Medium, Targeting?
Leigh Opauski (leighopauski_at_4globallink.com)
Sun, 5 Jul 1998 13:37:48 EDT
"Ivan Weltman" <ivan_at_tudogs.com> wrote:
<< 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!>>
You can call this a whole new discussion, but these are interrelated concepts.
If frequency capping is in place, I don't believe recorded impressions should
leap the day cache-busting is introduced. The assumption of the original
posting <<Mass Medium, Targeting?>> was that the change in measurement was
the added counting of impressions from viewers using their forward and back
buttons (i.e., cache-busting techniques). However, if CTRs are declining as a
result of this change in measurement that would tell me that frequency capping
is not being utilized. According to Double Click studies, a frequency capping
of 3-4 should prevent CTR from declining significantly. Have I incorrect
reasoning here?
Leigh Opauski <leighopauski_at_4globallink.com>
imADgiNET, interactive ad solutions for small businesses
a subsidiary of Global Link, Inc.
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