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

LOpauski_at_aol.com
Wed, 15 Jul 1998 12:00:56 -0500 (CDT)

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Ivan Weltman wrote:

><<Leigh still doesn't get the point. The hypothetical example given is
>based on no real difference in frequency at all - simply a difference
>in measurement. The DoubleClick analysis is based on a real
>difference in frequency.>>

First of all, your hypothetical example does have a real difference in
frequency, 1000 impressions prior to cache-busting measurement and 3000
impressions after cache-busting measurement is used. Meaning, the ad server
counted the 3 times that the viewer saw the ad, instead of just the first time
(a frequency of 3 versus 1).

However, I believe I do understand your point, which is.....prior to this
change in measuring impressions, click-thorughs were still all counted,
whether they came from the first counted impression or the 2nd or 3rd
impressions which were not counted. Therefore, suddenly, when all 3
impressions are counted, there is a decline in CTR.

So what? So CTR declines, obviously. To progress to the next logical point,
the real question is how much does it decline and what is the ramification to
designing a successful campaign? That is why I entered into a discussion on
optimal frequency and the metioned the Double Click study.

Leigh Opauski

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