Comments on: AJAX and ad revenues: Mediaweek article http://www.innoparticularorder.com/2007/04/ajax-and-ad-revenues-mediaweek-article/ eCommerce, business, publishing, stuff... Ian Jindal's weblog. Sat, 24 Apr 2010 16:03:01 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Paul Lomax http://www.innoparticularorder.com/2007/04/ajax-and-ad-revenues-mediaweek-article/comment-page-1/#comment-61 Paul Lomax Wed, 25 Apr 2007 15:30:13 +0000 http://www.pencil.net/bl0g/?p=253#comment-61 Unfortunately it's not always as simple as ROI - banners etc are about more than direct marketing, there's also a strong branding element. Or so I get told by marketeers when I complain about them spending more on traffic aquisition than we make from selling that traffic... If you're trying to build or maintain brand awareness then your KPI isn't leads or sales.Particularly key for FMCG advertisers for example, who aren't selling their frozen peas or soft drinks online. But I think we're in agreement in hoping CPM stops being the standard ad currency soon... In theory "eyeball minutes" would be a good metric for anything not sales or lead based (which should really be CPC or CPA). Unfortunately it’s not always as simple as ROI – banners etc are about more than direct marketing, there’s also a strong branding element.

Or so I get told by marketeers when I complain about them spending more on traffic aquisition than we make from selling that traffic…

If you’re trying to build or maintain brand awareness then your KPI isn’t leads or sales.Particularly key for FMCG advertisers for example, who aren’t selling their frozen peas or soft drinks online.

But I think we’re in agreement in hoping CPM stops being the standard ad currency soon… In theory “eyeball minutes” would be a good metric for anything not sales or lead based (which should really be CPC or CPA).

]]>