RE: UKNM: online ad tolerance collapsing

[Steve Johnston/IMRG]

>At 18:41 09/11/98 +0000, Ross wrote:

>>Final random thought - on average we receive 2-3,000 commercial messages  a

>>day from all media (and if you are online, add another 100 to that for a

>>couple of hours surfing). How many commercial messages do we actually act

>>upon?  1 or 2 a week? And is acting upon a commercial message offline the

>>equivalent of a clickthrough online?  And does this mean that lower

>>clickthroughs actually provides better quality leads/sales? 


>Small thought... In theory don't we act on these commercial messages  almost

>every time we buy something, go to the cinema, etc? While we can get

>definite figures (clickthroughs) for online ads, are we ignoring the  harder

>to determine impact of advertising which is all people have to go on in  the

>offline world? I guess effective sponsorship and promotion has more effect

>in this area than banner ads do, but I'll stop here for I'm getting rather

>out of my depth.


Phil, we are all out of our depth here, but you've hit a nail on the head. 

I'd argue that almost all consuming actions are based on a reaction to 

commercial messages so therefore it is the very combination of this new 

facility to immediately act on a commercial message and the unarguable 

accountability its effectivelness that makes this such a heady and potent 

combination. I'd be shit scared if I was a copywriter/marketer, as the day 

of reckoning is coming. 


And just for the record, we can all be forgiven for how funny all this 

speculation will look in five years time. Having said that I'm still proud 

of my speculations from five years ago. even with the acronym CD-ROM 

appearing as often as it did ;-)


Steve Johnston

Director of Development

The IMRG


www.imrg.org

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