from edupage:
COMMITTEE ADOPTS STANDARD FOR COUNTING WEB-AD VIEWERS...
The Fast Steering Committee, a group advertisers, agencies and online
publishers, is rallying support for a single standard by which to count the
number of people who view a Web ad. The group is advocating the use of
"tags" in ads -- a series of simple software codes that tally the number of
times an ad is displayed on a Web page. The committee is recommending a
number of different coding methods that will work with various computer
operating systems. The "tags" would be freely available for programmers to
insert into their Web software. The move could boost spending on Web
advertising, which has lagged in part because such a rating system has been
lacking. "Real budgets don't get spent until you have some kind of
accountability," says the president of the Advertising Research Foundation.
"That's where audience measurement is critical." The proposed tagging
system would work even when users retrieved ads that had been cached, one
issue that has proved troublesome for some of the other counting mechanisms
now in use. (Wall Street Journal 2 Mar 99)
AND VIEWERS FIGHT BACK AGAINST WEB AD OVERLOAD
Meanwhile, Web surfers weary of enduring the "pulsating, candy-colored wave
of advertising that has spread across the Internet," increasingly are
turning to ad-blocking software to speed up their download times. "They are
a symbol of people saying, 'I'm not going to take it anymore,'" says Jakob
Nielsen, co-founder of the Nielsen-Norman Group. The ad blockers, which
automatically eliminate all advertising from Web pages, go by names like
WebWasher, InterMute and AtGuard. Many online advertisers dismiss the trend
toward ad-blocking, noting that when faster connections are available,
consumers will not be so annoyed about being forced to download cumbersome
advertisement files. "Consumers understand the basic proposition that all
the free things are enabled by advertising," says the chairman of the
Internet Advertising Bureau. "Advertising is transforming the business
model." (Los Angeles Times 2 Mar 99)
> Kathy E. Gill
> DCAC/MRM Methods Communication -- 425.965.6901
> Continuous effort -- not strength or intelligence -- is the key to unlocking our
>potential. ~ Liane Cardes
> Microsoft Exchange: the perfect name for its users' greatest desire!
>
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