A road map for online marketing strategy

Rex Briggs

Discusses advertising effectiveness measurement on the Internet. Argues that `clickthrough' (the percentage exposed to an ad banner who click through onto the advertiser's Web site, which can be accurately counted) is not the best measure of effectiveness.

A road map for online marketing strategy

Rex Briggs, Millward Brown Interactive, provides a guide to the latest marketing opportunity - advertising on the Web

Rex Briggs

'Accountable media' has become the battle cry of advertisers. Three years ago, when the first Web banners were sold on HotWired, Rick Boyce, a media planner turned cybersalesman, observed:

We have the first truly accountable medium! We can literally count each consumer that responds to the ad banner with a clickthrough to the advertiser's Web site.

Many marketers were captivated...

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