'Catch me if you can. Ad serving=Web analytics?': Tiwari

MUMBAI: Getting into the technicalities of the Internet medium, the third session of the Internet and Online Association's conclave saw Real Media UK technology solutions director Murly Tiwari speaking on whether ad serving was equivalent to web analytics?



Tiwari delved into the history of ad serving and said that the Internet was barely a 10 year old medium and the first online ads were in the form of text links or simple graphics. These ads were hard coded on the publisher's website and were sold mostly on a tenancy basis. Then suddenly the demand for the Internet increased and there was a kind of 'Internet Gold Rush.' As technology progressed, international advertisers now offered something unique in the form of ROI tracking of every campaign. Now of course, there are a plethora of ads on the Internet and various types for that matter.



The reason, Tiwari pointed out, for the discrepancies in calculating ROI were that different people measured different things for reach the ROI. Technical causes such as cache problem, invalid clicks, back button problems, latency (the amount of time it takes for files to move across the Internet) and counting of rich media since the rich media advertising cannot be recorded accurately by some systems.



Moving on to the human causes of discrepancies in reaching the ROI on the Internet, Tiwari said, that this can happen if the difficulties are not tackled early enough; if there are last minute changes and due to traffic scheduling errors. He said that the media owner was more important than any third party involved. Hence the page views were counted versus the ad impressions.

Broadband is the next big thing. With the increasing growth of broadband, users will spend more and more time on the Internet. The advantages of broadband, as Tiwari pointed out were:

1) Faster

2) Un-metered access

3) One can work from home

4) Entertainment value

5) Educational value

6) Multiple users

7) Communications

Throwing in some numbers, Tiwari said that in UK 20 per cent of the households with Internet access have broadband and 50 per cent of the workplace with Internet access have broadband. He said that in 2003, there was an 80 per cent growth of the Internet compared to any other medium and that this was an outstanding growth.

The Internet has a market share of 2.2 per cent compared to the other traditional means of advertising. To raise the baton from 2.2 per cent to 10+ per cent, what we need to do is adopt new ad formats like ad interaction time, ad display time, ad display ratio and interactive impressions. It can also be done by introducing new sales models and by using traditional media terms to sell online ads.

In conclusion, Tiwari said that the Internet advertising agrees and delivers to specific market objectives through the audience (unique users), branding, direct marketing, conversion (click per rate) and revenue (tracking).

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