• by Masha Geller , July 17, 2003

During the AdTech show last month we partnered with Sharpe Partners to distribute a survey to attendees for a chance to win some cool prizes from Sharpe. The results are in and, I'm sorry to say, they're kind of pathetic.

With more than 100 entries, the median score was only 3.3! Only five entries scored better than a score of 5. The winner with 8 correct answers was Nate Elliot of Jupiter Research. So, congratulations to Nate!

Some of the columnists on these pages have written recently about how our industry is truly still in its infancy and I doubt that there can be too much dissent from that view. But, what does it mean when the basic knowledge of those in our industry who are senior enough to attend an event such as AdTech grades out this low?

As Kathy Sharpe put it, "There's still too much arrogance in the business. There are too many people who wouldn't have clients believe that - done properly - this digital marketing stuff takes commitment."

Amen to that.

Here are the questions. I'll buy the first person to answer all 10 questions correctly a Martini. Answers to come tomorrow.

Q1: The most active online demographic is? (Active = goes online multiple times a day)
A: Men 18-25
B: Women 25-45
C: Teens: 12-19
D. Ad Tech Attendees

Q2: Adding some form of community to a site increases repeat visits by how much?
A: x2
B: x5
C: x9
D: x20

Q3: The airlines are predicting that they will do what percent of 2003 sales online?
A.18%
B: 25%
C: 34%
D: 40%

Q4: What percent of consumers report giving up television to be online?
A: 13%
B: 23%
C: 35%
D: 44%

Q5: What percentage of Internet users visits automotive sites in an average week (in Feb)?
A: 10%
B: 33%
C: 45%
D: 62%

Q6: What percentage of US Internet users has REDEEMED an online coupon?
A: 12%
B: 20%
C: 34%
D: 39%

Q7: What percentage of US Internet users has made a purchase after receiving a permission-based email from the marketer?
A: 27%
B: 42%
C: 53%
D: 69%

Q8: Kids (6-17) are most likely to go online with their?
A: Best Friend
B. Mom
C: Dad
D: Teacher

Q9: What percentage of US Internet users did their banking online in 2002?
A: 13%
B: 17%
C: 32%
D: 48%

Q10: Which two publications were ranked #1 and #2 as most-read among media buyers and planners?
A: MEDIA magazine & The MediaDailyNews
B: Adage & BtoB
C: Adweek & Brandweek
D: ClickZ and TurboAds