Re: ONLINE-ADS>> Do offline URLs drive traffic?

Marlena Schwarz (Marlena.Schwarz_at_ny.ddbn.com)
Mon, 27 Jul 1998 15:36:20 -0500 (CDT)

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Eric Ward wrote:

>Since they aren't online and hence can't easily click and
>see my site, am I reaching enough interested people with
>this URL so that the next time, or some time, when they
>*are* online, they will come to my site?
>
>Obvious enough. If they aint online, they aint clicking.
>
>There are several exceptions, like WebTV or those of us
>who not only watch TV but also have computers nearby and
>are logged on (sad wretches like me with no life).

Eric, your position is logical in theory, however, we have done testing
that proves otherwise. Interestingly, in the most extensive test we've
done to date, we learned that out of all media featuring a URL, radio
pulled the most people to the site. More than TV, more than banner ads.

Go figure.

Now if we could only come up with the "magical formula" of spending
required throughout the various media and correlate that to projected
site visits.

Marlena Schwarz
DDB Needham Interactive

P.S. I read some research recently that stated 40% of home users watch
TV while they are online. If I can find the source of that, I'll post
it. So maybe you're not as "wretched" as you might think!

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