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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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