NONE: Re: ONLINE-ADS>> Internet Advertising Accountability
Re: ONLINE-ADS>> Internet Advertising Accountability
Brian Shepherd (bks_at_bitgroup.com)
Tue, 19 May 1998 10:20:44 -0400
Randy Pickard wrote:
<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.
Really? Let me ask you this. During your dm days, how many times were you
paid based on how many people actually opened the envelope and not on the
amount of people you were sending the piece to? Were you really able to
accurately track that? If so, please share with me because that would be
amazing. Were you also able to account for how many not only opened the
piece, but actually read it? For those that read it, how many understood
the message? If you have answers, are you guessing based on a sample or do
you have hard numbers? I suspect you don't.
I think this is what the speakers you refer to were "whining" about. Until
you have electrodes connected to eyeballs and brains, you are not going to
be able to measure whether a message actually registers with an individual.
In my opinion, this is what is being asked of a lot of publishers.
*******************************
Brian K. Shepherd, Project Manager
BiT Group
1505 Commonwealth Avenue
Boston, MA 02135
617-782-5000
Fax 782-1154
bks_at_bitgroup.com
www.bitgroup.com
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