New WEB advertising model

<i>>Despite the need for accurate traffic measurement (i.e. user counts as</i>
<i>>opposed to hits), it is not just the amount of traffic you can</i>
<i>>generate at a web site, but how much information you can capture from</i>
<i>>those users, and what you can do with that information when you get</i>
<i>>it.</i>
<i>></i>
<i>>By offering incentives to get users to participate in surveys, they</i>
<i>>will participate if the perceived value of the incentive is great</i>
<i>>enough. Also, if the participation in surveys is strictly used for the</i>
<i>>purposes customizing content presentation to a particular users</i>
<i>>preferences, users will participate if this is clearly stated.</i>

Bravo! The herding strategy that most web sites are using to attract our
clients is way off base, not because it's stupid, but because it fails to
exploit the unique potential of the medium.

CPM (cost-per-thousand) is a proxy for impact with which we've become
comfortable in the print world. Why take that proxy to the Web when we don't
need to? The collection of information (as Michael states, ideally in a
passive fashion from the user's perspective) is the only way we'll get to the
point where we can deliver *qualified* traffic to a client's marketing
environment. If marketers hold up their end by giving users real value of
they click in, then digital media providers, marketers, *and* users will all
be better off.

Mike Troiano
CEO/President
Ogilvy & Mather Interactive

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