To evaluate online advertising you can't mix all the variables together (as the IAB did). I'm not in the position to say whether Nate Elliott is right or wrong, but I very much liked his column yesterday on ClickZ in which he stands and criticizes the recent numbers on online advertising presented by the IAB and PWC. It's unusual to see someone raising his voice like this and I surely admire Nate for taking such a strong position. He says:
"This industry needs a good, easy way for advertisers to understand the brand impact of their advertising. Ad exposure time doesn't look like the answer."
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