NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Keith Pieper (kpieper_at_matchlogic.com)
Mon, 22 Jun 1998 08:23:18 -0600
> They were saying click throughs are not like they used to be. One person
> said a banner ad has to really be a major attention getter and relay a
> really
> amazing message to get him to look at it or click on it to take him away
> from
> the content of the particular site he is on at the time.
>
This brings up another good point...why focus on click rates? What
does a "click" mean for measuring effectiveness? Not a whole lot. Afterall,
the IAB study said click rates have no impact on brand power of a banner
impression. I think people need to start opening their eyes to what they are
really trying to accomplish online...for most, it's really more than clicks.
As a matter of fact, I asked our 200+audience at Rich Media Day San Fran
about peoples objectives, whether they were shooting for branding, leads,
sales or other. It was split pretty evenly. So why does the industry still
stress clicks?
-------------------------------------------------------
Keith Pieper
Idea Architect, MatchLogic
-------------------------------------------------------
The opinions and comments expressed here do not necessarily reflect those of
MatchLogic, Inc.
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