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Uncovering
the value proposition in online advertising
For a medium so heavily touted as capable of delivering on one of advertising's holy grails - real trackability and accountability - measurement means and methods used today are still only a partial solution for most online advertisers. If you are clear about your definitions and program expectations, though, meaningful feedback is possible. If you have ever haggled with a Web site advertising rep over price, wondered if the rate you pay for your interactive advertising is justified, or are just warming to the idea of advertising online, here are some ideas to chew on. |
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Roger H. Silverberg Advertising was an early adapter of interactive media, beginning with a kiosk for use on the trade show floor in 1989. In the summer of 1992, Roger Silverberg, responding to a colleague's comments about him always looking at least five years ahead, wrote this short story about the future of interactive media, and of interactive advertising. |
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Advertising: Why add it to your success equation? was a seminal piece on the topic of interactive advertising when it was written for Morph's Outpost on the Digital Frontier in October/November 1994. The piece later appeared,
with a few additional notes, as a two-part feature article in the April
and May 1996 issues of the Multimedia Monitor newsletter.
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Roger H. Silverberg
Advertising
Phone: 631.424.6911
Original Graphics by Linda McCormack |
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