RE: UKNM: online ad tolerance collapsing

[Mike Butcher]

You have to remember that - at least initially - online ads in the States

were traded on clickthrough alone. Everyone thought of it in pure direct

marketing terms.


At one stage P&G famously proclaimed it would buy on clickthrough alone -

ironically it's now behind the US FastForward initiative to kickstart the

Web ad industry on standards and other issues.


My impression from a recent visit to New York was that the industry there

is only now beginning to wake up to the possibilities of branding through

online ads, and improving the creative. Is this declining US user response

to ads down to the emphasis for too long on clickthrough? If so, the UK can

benefit from this experience and start treating the medium with the respect

it deserves in terms of creative, planning and targeting.


Mike


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