MediaPost: Some Skeptical of DoubleClick Report's Proof of Online Ad Effectiveness

Seems some in the industry are questioning DoubleClicks latest Ad Serving report previously mentioned here.

In following the industry’s continuing shift towards assessing Web ads not only by CTR, but by their latent, branding effects, DoubleClick measured view-through rates, which track “users who convert within 30 days of seeing an ad, but do not click on a banner.” View-throughs rose 47%, from approximately 0.36% in Q1 to 0.53% in Q4.

“The question becomes, ‘why is that metric changing?’ “ says Scott Spencer, director of product management for publisher solutions at DoubleClick. He chalks it up to the increases in rich media and large ad formats.

Nick Nyhan, president of research firm, Dynamic Logic, agrees it makes sense to track response with view-through numbers because “click-through doesn’t tell whole story.” Still, he cautions that “for P&G or GM, where they sell most products offline, view-throughs are less important, because they want conversion offline.”

eMarketer: Tracking and Targeting Online Ads in 2002

According to DoubleClick's 2002 Ad Serving Trend report, online advertisements using view-through tracking tools experienced a rise of 47% in view-through rates between Q1 and Q4. View-through refers to advertising viewers who take action within one month of viewing an ad, but do not click-through on that ad.

Optin News: When Spam-Blocking Filters Label "Good" Email Bad: Tips for getting legitimate email messages through

Some good tips on beating filters. For more advice, Email Sherpa is by far the best resource in covering this area.