It would seem to me that there are two distinct types of advertising that would be measured in two different ways.
Brand awareness, whose measure could be the amount of time that the ad is in front of the user, is notoriously difficult to measure and value as there is not a direct link between the ad and the future action of the purchaser. When we add AJAX to advertising we get the opportunity to sell X user minutes per dollar. Given that, the advertiser would care about the number of users they would reach out of their potential client pool. So the metric would seem to be number of discrete users, at least until a way of further profiling web users is achieved... Hmmm Google, didn't I read about a series of concerns from your competitors about your ability to do this in the future?
Referrals from a site to the advertiser, or potential competitors of the advertiser, is the one that matters most as this is a direct conversion of ad to sales. Given the internet culture is one of immediate gratification, why should we assume any different for advertisers within that culture? Hmmm, sounds like profiled click-throughs to me.
Since there are two different types of advertising with two different metrics, trying to rank them on a single scale will always fail.
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It would seem to me that there are two distinct types of advertising that would be measured in two different ways.
Brand awareness, whose measure could be the amount of time that the ad is in front of the user, is notoriously difficult to measure and value as there is not a direct link between the ad and the future action of the purchaser. When we add AJAX to advertising we get the opportunity to sell X user minutes per dollar. Given that, the advertiser would care about the number of users they would reach out of their potential client pool. So the metric would seem to be number of discrete users, at least until a way of further profiling web users is achieved... Hmmm Google, didn't I read about a series of concerns from your competitors about your ability to do this in the future?
Referrals from a site to the advertiser, or potential competitors of the advertiser, is the one that matters most as this is a direct conversion of ad to sales. Given the internet culture is one of immediate gratification, why should we assume any different for advertisers within that culture? Hmmm, sounds like profiled click-throughs to me.
Since there are two different types of advertising with two different metrics, trying to rank them on a single scale will always fail.
My $0.02 worth.