Commentary

Accountability and effectiveness of online advertising

  • by November 21, 2000
There has to be a reason for The Center For Media Research to include Research Briefs on the subject of the size and type of popular ads online. Though it's "data" to appreciate what's happening all around you, it is equally as important to understand the reasoning behind the ad selections that are being made, and where to run them.

The following excerpts are from an article by Jason Black covering a round table discussion, conducted by Internet World, with a panel of experts covering a range of topics from the accountability and effectiveness of online advertising to the potential viability of ads aimed at wireless users.

For a variety of reasons, not the least of which is that this is a "Brief," a couple of excerpts do not do justice to the article. And it’s complete with pictures here. We would encourage you to read it as it was written… it is informative for buyers, planners and marketers!!

In its relatively short history, Black says, the online advertising industry has matured quickly. It is not enough to just consider the number of banner impressions served, or click-through rates, when trying to determine the success of a particular ad campaign. And these days, the online campaign is now only a single piece within a much larger mix of ad buys.

The panelists are David Joerg, president of Vindigo Greg Koerner, VP for national ad sales at DoubleClick Kate Maddox, principal analyst at Nielsen/Net Ratings Mark Mariani, president of sales and marketing at SportLine.com Lyn Chitow Oakes, President of Engage Media Tony Rizzo, editor-in-chief of Internet World magazine John Weiss, vice president of sales at Yesmail.com Eric Wheeler, COO of Lot21 Interactive

Jason Black, Internet World senior editor and panel moderator

IW: According to recent survey data from the Internet Advertising Bureau based on the first quarter of this year, banner ads continue to be the dominant form of online ad spending, but clickthrough rates are pretty miserable. So do they work or not? And are there alternatives?

Oakes: For me, banners are the most utilized format because they’re the most easily identifiable by all of us. For mass reach and distribution if you’re offering a message, a banner is the best way to get that accomplished.

Koerner: I think that the argument over the shape or the size of the advertisement is really inconsequential. The most poorly placed advertising is still a poor advertisement. It doesn't matter if it's a square or a circle or a scrolling text, if it's not placed correctly, if it's not in front of the right person, it's really an ineffective ad.

Maddox: We recently did a study that looked at click rate by demographics and found that the lowest-clicking group is the teen. But even with that lowest-clicking group, ads can be effective. The number one clicked-on ad by a backpack company, had a click

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