Re: ONLINE-ADS>> Controversy between Burst and IAB

Larry Walker - BlazePoint Communications (lwalker_at_blazepoint.com)
Tue, 5 May 1998 16:14:16 -0400

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Hi Richard and list,

This is my 2 cents regarding the new Burst Media ad spending study.

on 5/5/98 Richard Hoy wrote:
>-----snip---------------------------------
>Burst Media has done its own estimation of online ad spending last year and
>says the IAB figures are way too high. Burst claims their research puts it
>at about $336 million, versus the IAB's $906 million.
>-----snip---------------------------------

I am of the opinion that if you put 5 analysts in a room, give them the same
figures and then allow them to develop their own methodology for arriving at
your desired results, you will always have this type misrepresentation. It's
not necessarily fraudulent or intended, just a plain difference of opinion
as to *how* things should be gauged.

My own personal thoughts were always that the IAB study was probably a bit
inflated, for whatever reason, but I also have doubts as to the Burst study
being the "absolute yardstick" of ad spending for 1997.

Personally I believe one should take an overall view, based on "all" of the
studies available and arrive at their conclusions from the resulting
average. This is *not* the most "scientific" way to handle it, but unless
you are privy to the methodology behind each study *and* have the time to
devote to running the numbers yourself, it is the easiest information to
come by.

Possibly something good can come of this, only time will tell.

Regards,
Larry Walker

_____________________________________

Larry Walker
Director of Operations
BlazePoint Communications
http://www.blazepoint.com
lwalker_at_blazepoint.com
voice: 804.541.1616
fax: 804.541.1606
_____________________________________
Urgent messages send mail to:
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