RE: UKNM: top sites...

[Wallace, Darren]

 > -----Original Message-----

 >

From: Ray Taylor [rayeyeconomy [dot] com (mailto:rayeyeconomy [dot] com)]

 > Sent: 22 January 2000 10:50

 >

To: uk-netmarketingchinwag [dot] com

 > Cc: Jo Chipchase

 > Subject: Re: UKNM: top sites...


<snip>

 > Bear in mind that "traffic" usually means page impressions 

 > whereas a more

 > meaningful metric would be user sessions or some such. Some 

 > sites, such as

 > games and chat site, produce a high number of impressions in 

 > relation to the

 > number of users. I always work on the basis that people are the most

 > important thing.


I totally agree. To paraphrase something that a fairly senior bod from

Microsoft said to me last year, a site with high page impressions sometimes

just means that the site is difficult to navigate- ie it takes you a long

time to actually find the bit that you're after...


In the offline world of press, you wouldn't buy and ad in a magazine just

because it's got 600 pages/issue - you're buying the people who *read* those

600 pages (or at least some of them, anyway..)


<snip>

 > 

 > I would personally favour approaches that allowed for 

 > independent audits and

 > sample research being conducted to establish reliable user 

 > data as well as

 > compiling representative demographics. It would not be 

 > difficult to do but

 > would require a degree of investment on the part of 

 > advertisers and media

 > owners.


Again, I totally agree. Interestingly, however, in the 9 months or so that

I've been working at Ginger, not *1* advertiser/agency has ever said to me

something like "I won't buy campaigns on sites that don't have an ABC audit.

Or even asked me for proof of the no. of Unique visitors or page impressions

that I quote!


If advertisers/agencies don't demand proof of figures, then there's no real

incentive for media owners to justify their traffic claims.


And before you ask, yes we will very shortly be releasing an ABC audit for

both VirginRadio and TFI...


Cheers,


D. 



~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

post new media vacancies for free

uknm-jobschinwag [dot] com

 				*******************

 sponsor the uk-netmarketing list and website, contact

saleschinwag [dot] com

 for more details.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

  To unsubscribe or change your list settings go to

http://www.chinwag.com/uk-netmarketing or

helpchinwag [dot] com