Nickname: JC

Review: It's about time to lift the edge of the carpet and see what is underneath. Unlike with any other "media," when a user is on the Net, you can look over their shoulder and see what they are doing, what they see or ignore, how long they stay involved with a specific subject or image and even follow their "trail" after that viewing or usage to determine if they take any positive action as a result. Standardized criteria is critical to establishing value comparisons between one method of communications and another. This will just be a first step in an ongoing process and it is important the task has finally begun.

Date reviewed: Jan 4, 2006 2:54 PM

Nickname: Madcodger

Review: I'm glad to see the IAB is tackling this issue. My company supplies non-Internet media that works well with both traditional and "new" media forms, but we often find ourselves trying to explain our value using the somewhat dated language of traditional media. Consumers are now exposed to so many forms of information that simple measurements of exposure (i.e., the "impression") are now far less valuable without additional knowledge that explores additional measurements, such as trust in the information source, perceived value of the communication, and willingness to request additional information. As our ability to reach consumers in virtually every part of their waking lives continues to grow, these measurements may be more meaningful to advertisers than the simple number of eyeballs that see an ad, but fail to generate a positive change or reinforcement in behavior because of it.

Date reviewed: Dec 27, 2005 4:13 PM

Nickname: MarketAware

Review: Okay, too much self-promotion by marketers touting themselves as innovators is indirectly annoying the consumer. In this case, the consumer is your customer, and the customer is telling you something. Listen and you will hear them saying, "Just increase my sales." MicroMetrics may have value to some (perhaps those who create and manage campaigns), but the average executive will never understand the minutia that comes with it. Most corporations and marketers have forgotten KISS or show me the real value. Innovation for innovation's sake (and self-promotion) is just that--fluff. Is it any wonder the world wants to block, evade, and otherwise shut out our innovative interruptions?

Date reviewed: Dec 23, 2005 2:16 PM

Nickname: sulphurisyellow

Review: This is not a casual easy step. Maybe it'll become real in the Net, but the real revolution will come when the standard of the people viewing the ad will also be considered. Abstract but real.

Date reviewed: Dec 23, 2005 2:05 PM

Nickname: MXEditor

Review: Good ideas. We compete with sites that have hugely varying stats. It just confuses our clients.

Date reviewed: Dec 23, 2005 2:05 PM

Nickname: davem2112

Review: Exercise A: Recall and enumerate at least three online advertisements you've seen in the last day, describing each and giving the advertiser's name. I'll bet you can't.

Date reviewed: Dec 22, 2005 9:39 PM

Nickname: ra

Review: It's an important issue. I'd like to see more discussion on the methods of reporting. Just saying it's an issue leaves too much room for conjecture.

Date reviewed: Dec 22, 2005 8:36 PM