IP: ew Metrics for New Media

[Dave Farber <farber () cis upenn edu>]

> From hoffman () colette ogsm vanderbilt edu


Dave:


Although analysts expect Web-based advertising expenditures to reach $2
billion to $5 billion in three years, these lofty estimates will never be
realized unless the Web measurement process is standardized, and soon.


Currently, metrics are based almost exclusively on impressions, but these
exposure metrics cannot and should not form the basis of a complete Web
measurement system. 


In our new paper, "New Metrics for New Media: Toward the Development of Web
Measurement Standards," 


       www2000.ogsm.vanderbilt.edu/novak/web.standards/webstand.html


we propose a set of interactivity and outcome metrics based upon the idea
that the best measures of ad value in the Web medium are based upon the
degree to which the visitor interacts with the ad.  


The paper includes an initial attempt to develop a comprehensive list of all
the players in this emergent industry. We welcome your comments and and
criticisms.


Best,


DLH
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Professor Donna L. Hoffman
hoffman () colette ogsm vanderbilt edu
Owen Graduate School of Management          615-343-6904 voice
Vanderbilt University                       615-343-7177 fax
Nashville, TN 37203                         129.59.210.109 CU-SeeMe


Project 2000:      http://www2000.ogsm.vanderbilt.edu/
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