NONE: Re: ONLINE-ADS>> Calculating Pageviews for Chat
Re: ONLINE-ADS>> Calculating Pageviews for Chat
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Thu, 23 Jul 1998 16:04:10 -0500 (CDT)
My experience with chat is that it is more appropriate to discuss
sessions than pageviews, for, as you say, how does a site report
pageviews for something that is better measured in terms of duration
rather than impressions.
When buying chat, a number of sites (Talk City comes to mind) will sell
ad units based on time of exposure. Talk City calls them intermercials.
The advertiser can buy 1 minute, 2 minute, or even 4 minute exposures.
The difficulty in evaluating this kind of buy is that the means of
quantification is one of time, not exposures. Analysis would have to
account for the relative value of seeing an ad unit for a given period
of time versus number of times an ad unit is seen. What is 1 impression
worth that lasts for, say, a minute, versus one that lasts until I click
to another page? It all depends on the objective...
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062
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