Date: Tue, 06 Apr 1999 08:41:34 -0400 From: Gregory Piatetsky-Shapiro gps@kstream.com Subject: Technology No Substitute For Good Fundamentals /IW April 5, 1999 Information Week, April 5, 1999, "Technology No Substitute For Good Fundamentals" article by By Nelson Wang reports on a recent study by on the impact of rich media ads (such streaming Java animation, Macromedia Flash, and Enliven package to enable purchase directly from the ad), from Intel, Novell and Barnesandnoble.com. The ads were placed on HotWired's Webmonkey (a guide for Web developers). Clickthrough rates and other measures were significantly higher for the rich-media ads (4.3% rate vs 1% for banners). However, the purchasing behaviour for the Barnesandnoble ad that enabled it, did not change much. The reason could be that the technology-oriented Webmonkey site is not the best place to run an ad for a book like The Starr Report. Not surprisingly, ad fundamentals like good target audience are probably more important than flashy technology. see http://www.iw.com/print/current/ecomm/19990405-technology.html for full text.
Copyright © 1999 KDnuggets