Re: UKNM: Creativity

[Tim Hayward]

"The cost of placing banner ads on Web sites is finally falling, with

the average price per 1,000 online "impressions" down 5.6% in December 1998

from a year earlier.  "It's a simple example of supply and demand," says the

marketing director at AdKnowledge.  "Many more sites are seeking

advertising, so there's a lot more to choose from."  Meanwhile, the

click-through rate (the percentage of viewers who actually click on a

banner ad to find out more information) is down as well.  According to the CEO

at Agency.com, the current rate is 0.5%, down from 1% a year ago and 2.5% two

years ago.  "People are more focused about the use of the Internet. 

They want to do what they came to do and they don't want to click on a

banner."

(Wall Street Journal 24 Feb 99)"


Ray Taylor wrote:

> 

>

Elizabeth Van Couvering <elizabethjup [dot] com> said:

> 

> >When are we going to come up with strategies that measure brand impact as

> >well as cost-per-click?  What would such a measurement platform look like?

> 

> Tools for measuring brand impact already exist, for other media, so what's

> the difference. Brand is brand whether you put it in a web banner or shout

> it from a street corner. The problem is that brand impact measurement

> requires investment on the part of the advertiser and/or media owner. Since

> UK ad budgets are typically below �20,000 this quarter then it's difficult

> to justify spending a similar amount or more on research.

> 

> Further, most web advertising is still about building traffic alone. Which

> is a stupid waste of money, considering the high cost of UK inventory. Once

> UK advertisers and agencies learn about online branding, start to spend on

> it, start to insist on ROI, then we can look at measuring it.

> 

> Till then, we are just playing at it, if that.

> 

>

Ray Taylor +44 181 639 0015 taylornmcadplan [dot] com

-- 

++++++++++++++++++++++++++++++++++++++++++++++++

Tim Hayward. Digital Media Strategist. HHCL + P. 

Kent House,14-17 Market Place, Gt Titchfield St,

     London, W1N 7AJ. Tel +44-171-915-7579. 

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