NONE: ONLINE-ADS>> Internet Advertising Accountability
ONLINE-ADS>> Internet Advertising Accountability
Randy Pickard (rpickard_at_peapod.com)
Mon, 18 May 1998 13:55:31 -0500 (Central Daylight Time)
At the recent Adtech Conference in Chicago, I heard a
number of speakers whining that Internet advertising was
being held to a higher standard of accountability than
traditional advertising. What a bunch of hooey! (It's
only coincidental that this somewhat archaic expression
makes a good word play on the last name of our illustrious
moderator.)
Direct marketers have always held their marketing
expenditures to tight standards of accountability.
Further, almost all advertisers would like to be
able to measure the financial impact of their advertising.
The number of advertising tests conducted each year
testifies to this fact.
The accountability of Internet advertising is one of the
reasons that expenditures on this type of marketing are
growing faster than any other type of media advertising in
history. As direct marketers discover how to utilize
Internet advertising to increase their profits, they will
rush to use this vehicle.
The biggest impediment to increased spending on Internet
advertising is the intellectual bankruptcy of most media
buyers. Until measurement tools are available that allow
media planners to plug Internet advertising into their
outdated models, they are going to be hesitant to allocate
significant spending to the Web.
As a member of this intellectually bankrupt group (media
planners), I have to admit I'm having trouble evaluating
proposals that basically only offer "impression" metrics.
Once Internet advertising sales reps can start offering
programs that allow me to calculate reach and frequency
numbers, my comfort level with buying Internet advertising
will increase dramatically.
Thus, it's not higher standards of accountability that
is limiting advertising spending, but rather the problem is
a lack of measurement tools permitting Internet advertising
to be plugged into outdated media models.
Randy
------------------------------------------------------
Randall Pickard
Peapod. "Smart Shopping For Busy People"
http://www.peapod.com
StoogeNet. "Entertaining Lessons On How NOT to Market on
the Internet"
http://stoogenet.com
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