ARF Audience Measurement 4.0: Making web ads that work

The challenge of making engaging, appealing and brand-building web ads that can compare to the best of television's strengths is the focus of this report from Geoffrey Precourt at the Advertising Research Foundation's Audience Measurement 4.0 conference in New York.

Making Web Ads that Work

Geoffrey PrecourtWARC Online

The challenge for digital marketers, according to John Burbank, ceo of Nielsen Online, is to make toilet paper advertising compelling. And he proved it with a simple image: a mug shot of Mr. Whipple, the legendary Charmin squeezer whose last network television appearance was in the mid-1980s.

Two decades later, this figure still registers immediately, even among the younger members of the audience at the Advertising Research Foundation's fourth annual Audience Measurement 4.0 Conference in New York City.

On television, Burbank contended, "driving brands is at the core of its...

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