Web Advertising 1997
What’s a Click Worth? Measuring ROI for Web Advertising
The internet in general, and the world wide web in particular, offers the advertiser many advantages over other media when it comes to planning, implementing and analyzing ad buys. Widely praised for its ability to offer sophisticated tracking and reporting schemes, the web is also criticized, justly, on these grounds: too many avails; the difficulty in choosing the appropriate avails for a given product or campaign; the lack of standards relating to everything from CPM pricing to traffic measurement. None of these issues has prevented web advertising from growing exponentially, but they have given many of the biggest traditional media buyers pause and have each presented the online marketer with unique challenges.
April 16, 1997, 11:30 AM – 12:30 PM, Monterrey, CA
