ClickFraud Continued
Why is clickfraud a minor issue for big advertisers?
Because other media is so much worse at it's best
From BusinessWeek on broadcast metrics:
Television: Counting The Eyeballs:
"In the TiVo Age, Mad Ave is turning to services that explain which ads work
By some estimates two-thirds of TV viewers cut the sound during commercials, channel-surf, or skip them altogether because they are annoying or irrelevant. In fact, if TV commercials were subjected to ratings the way TV programs are, most would be canceled faster than Martha Stewart's The Apprentice."
excerpts:
" MediaCheck is one of a handful of services emerging to make TV ads prove their worth, in part to answer the challenge posed by Internet ads, whose viewers can so easily be counted by clicks. Advertisers and networks are coming to view ad ratings as a necessary part of competing with the online ad boom. More important, the new tools will help them put the screws like never before to often free-spending Madison Avenue idea factories. They also stand to wreak havoc on the process of buying and selling ad time.
"
""We're pursuing any move to get the accountability -- the real numbers -- on TV audiences that we are getting with our Internet ad buys," says Julie Roehm, Chrysler's marketing communications director.
"
"...ad ratings could upset the decades-old system of pricing ad time based on how many viewers are watching a show and instead force networks to price time based on how many watch the commercials."
and :
" For now advertisers and agencies are left with the hard truth that 8 out of 10 DVR buyers took the plunge to avoid ads, according to media agency MindShare. MediaCheck's Weinblatt has a possible solution for that, too. Besides delivering ad ratings, his digital boxes also let an advertiser offer consumers coupons, product samples, or discounts."
Because other media is so much worse at it's best
From BusinessWeek on broadcast metrics:
Television: Counting The Eyeballs:
"In the TiVo Age, Mad Ave is turning to services that explain which ads work
By some estimates two-thirds of TV viewers cut the sound during commercials, channel-surf, or skip them altogether because they are annoying or irrelevant. In fact, if TV commercials were subjected to ratings the way TV programs are, most would be canceled faster than Martha Stewart's The Apprentice."
excerpts:
" MediaCheck is one of a handful of services emerging to make TV ads prove their worth, in part to answer the challenge posed by Internet ads, whose viewers can so easily be counted by clicks. Advertisers and networks are coming to view ad ratings as a necessary part of competing with the online ad boom. More important, the new tools will help them put the screws like never before to often free-spending Madison Avenue idea factories. They also stand to wreak havoc on the process of buying and selling ad time.
"
""We're pursuing any move to get the accountability -- the real numbers -- on TV audiences that we are getting with our Internet ad buys," says Julie Roehm, Chrysler's marketing communications director.
"
"...ad ratings could upset the decades-old system of pricing ad time based on how many viewers are watching a show and instead force networks to price time based on how many watch the commercials."
and :
" For now advertisers and agencies are left with the hard truth that 8 out of 10 DVR buyers took the plunge to avoid ads, according to media agency MindShare. MediaCheck's Weinblatt has a possible solution for that, too. Besides delivering ad ratings, his digital boxes also let an advertiser offer consumers coupons, product samples, or discounts."
posted by JTH at 9:49 AM
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