NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?

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

e/y/e/s/c/r/e/a/m/ - Adam Boettiger (
Wed, 24 Jun 1998 13:19:00 -0700

Keith Pieper wrote:

> So why does the industry still stress clicks?

The industry still stresses clicks because the majority of online
advertisers do not have the money or technical means to measure the
effectiveness of a branding campaign online, and "driving targeted
traffic to our site" is a commonly stated objective. I agree with you
100%. I'm just telling you why the majority of people are fixated on
clickthrough - it's measurable and there are few cost barriers
associated with measuring it. As you know working for Matchlogic,
Keith, there are specific systems that must be in place to measure Cost
Per Action, Cost Per Sale, etc. and track. While including the cost of
these systems is / should be absolutely mandatory in every campaign,
many advertisers see that if they have to add $2-$3 to the cpm they are
now paying plus a $7,500 setup fee and another monthly fee on top of
that, that it does affect the Cost Per Action for them, so they focus
instead on clickthrough.

You and I both know that there is inherent value in online advertising
beyond clickthrough, but because this is a new medium people are
focusing on what they know and feel comfortable with, which makes sense.

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