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IP: ew Metrics for New Media
From: Dave Farber <farber () cis upenn edu>
Date: Sat, 02 Nov 1996 18:16:01 -0500
From hoffman () colette ogsm vanderbilt edu
Dave: Although analysts expect Web-based advertising expenditures to reach $2 billion to $5 billion in three years, these lofty estimates will never be realized unless the Web measurement process is standardized, and soon. Currently, metrics are based almost exclusively on impressions, but these exposure metrics cannot and should not form the basis of a complete Web measurement system. In our new paper, "New Metrics for New Media: Toward the Development of Web Measurement Standards," www2000.ogsm.vanderbilt.edu/novak/web.standards/webstand.html we propose a set of interactivity and outcome metrics based upon the idea that the best measures of ad value in the Web medium are based upon the degree to which the visitor interacts with the ad. The paper includes an initial attempt to develop a comprehensive list of all the players in this emergent industry. We welcome your comments and and criticisms. Best, DLH ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ~~~ Professor Donna L. Hoffman hoffman () colette ogsm vanderbilt edu Owen Graduate School of Management 615-343-6904 voice Vanderbilt University 615-343-7177 fax Nashville, TN 37203 129.59.210.109 CU-SeeMe Project 2000: http://www2000.ogsm.vanderbilt.edu/ ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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- IP: ew Metrics for New Media Dave Farber (Nov 02)