Is it an impression? A clickthrough? No it's a result!
I have just been reading a fairly interesting article on
Click Z by "Michael Aaron" <maaron_at_m2k.com> at MK2. The
article http://www.searchz.com/Articles/0301993.shtml shows
how people running advertising agencies are obsessed with
metrics.
Personally I have always felt that the whole debate about
what is an impression or what is a clickthrough is pretty
sterile. Michael seems to feel that the lack of agreed
standards is a major issue for advertisers. Many would agree
with him, but it is this discussion and indeed that of how
important is CTR which I feel is embedded in an outdated
advertising model that come from an earlier paradigm. I hope
that is contentious enough to generate some hot replies <g>.
Advertising agencies are used to delivering demographics,
reach and eyeballs and justifying the media purchase on
those metrics. The idea of actually guaranteeing some kind
of outcome is generally anathema to them. They have had a
pretty cushy time for years doing this. It has always
puzzled me that they could get away with that. Now however
we have a medium that can be measured and those results
sliced and diced in ways no physical medium can begin to
attempt.
This is not a new argument of mine. I have been saying it in
various forms for two years now. But I have been doing more
than saying it. I built a network based on that concept. My
customers don't get too excited about impressions or click
throughs or how those are defined. They may pay CPM or
Clickthrough or per action but what they all have in common
is that they measure their return by quality of visit. The
definition of quality will of course vary according to what
their precise objectives are. But they all know what that is
and we monitor, measure and analyse the quality of each
visit and the aggregate of all the visits that come from our
network. So all this talk about standards and definitions in
my view are really redundant.
21,000 member host sites and 250 Million impressions a month
Tracking the quality of visit. Advertising with guaranteed results.
http://safe-audit.com mailto:leo@global-m.com +44181 346 0770
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Received on Tue Mar 02 1999 - 10:05:49 CST
