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  211. <div class="content_text">[NPL] AdKnowledge Proves Click Rates Ineffective</div>
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  226.   <div class="left_inner_box_heading"><h1>[NPL] AdKnowledge Proves Click Rates Ineffective</h1></div>
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  235.     
  236.  <p>AdKnowledge Proves Click Rates Ineffective for Web Marketing Optimization</p>
  237. <p>Report Shows Little Correlation Between Click Rates and Conversion Rates;<br />
  238. Online Marketers Need to Understand Real Drivers of Brand Awareness and<br />
  239. Purchase Behavior</p>
  240. <p>Palo Alto, Calif. - August 16, 1999 - AdKnowledge today released its Q2<br />
  241. Online Advertising Report (OAR). This report is a compilation of Web<br />
  242. advertising statistics and trend analyses gathered from the AdKnowledge<br />
  243. System, and analyzed by the new AdKnowledge eAnalytics division. Together,<br />
  244. the AdKnowledge System and eAnalytics enable marketers and agencies to<br />
  245. measure, optimize and execute Web marketing campaigns. Leading the reports<br />
  246. findings are statistics demonstrating that click rates have little value as<br />
  247. indicators for return on investment (ROI) optimization because their<br />
  248. correlation to conversion rates is so low.</p>
  249. <p>There has been a lot of talk lately about declining click rates, said<br />
  250. AdKnowledge Vice President Steve Findley. This new data proves that Web<br />
  251. advertisers who are just looking at click rates are missing the bigger<br />
  252. picture. The Web is fast becoming a more sophisticated advertising medium.<br />
  253. Because its so measurable, data mining will be increasingly used by smart<br />
  254. marketers to optimize current campaigns and point the way towards more<br />
  255. efficient campaigns in the future. Our customers already are taking<br />
  256. advantage of this capability in AdKnowledges new eAnalytics and DataDNA<br />
  257. services, he added.</p>
  258. <p>The AdKnowledge Online Advertising Report findings include:</p>
  259. <p>1. Click Rates Alone Are of Little Value According to the AdKnowledge OAR,<br />
  260. only 14.3% percent of the time is the ad with the highest click rate in a<br />
  261. campaign also the ad with the highest conversion rate. (Conversion rate is<br />
  262. considered to be the rate at which people are converted from a view of an<br />
  263. ad on the Web to a desirable action on an advertisers site, like a sale or<br />
  264. registration.) Other data shows that when selecting the best Web sites for<br />
  265. a campaign based on click rates and not conversion rates, there is a 50/50<br />
  266. chance of choosing incorrectly. Leaving that much to chance is simply<br />
  267. unacceptable in Web marketing today, said Findley.</p>
  268. <p>2. Web Advertising Expansion Continues<br />
  269. According to the AdKnowledge OAR, the number of sites and networks seeking<br />
  270. advertising has continued to grow. In the second quarter, the number of Web<br />
  271. media properties grew by 296 sites. At the end of March, the Web included a<br />
  272. total of 1,815 sites and networks that accepted advertising, by the end of<br />
  273. June, that number had risen to 2,111 an increase of 16.3%.</p>
  274. <p>3. Average CPMs Decline Further<br />
  275. The report shows online advertising rates continued to decline in Q2, at<br />
  276. the rate of 2.1% for the quarter. In Q1, average CPM cost was $34.96, while<br />
  277. the average CPM cost in Q2 was $34.23. While not a significant dip, it is a<br />
  278. steeper decline rate than seen in Q1, (0.5%) but not as steep as seen in Q4<br />
  279. last year (3%).</p>
  280. <p>4. Rich Media Acceptance Continues Growth The report shows that interest in<br />
  281. rich media advertising continues. All rich media formats experienced<br />
  282. double-digit growth this quarter, as the number of sites accepting rich<br />
  283. media ads continues to increase.</p>
  284. <p>About the OAR Report<br />
  285. AdKnowledge uses a powerful data warehouse to supply valuable information<br />
  286. from its Online Advertising Report (OAR) to marketers and agencies to help<br />
  287. them optimize their Web advertising campaigns. The OAR is a compilation of<br />
  288. Web advertising statistics analyzed by AdKnowledge eAnalytics, which<br />
  289. provides a new level of insight into online brand awareness and purchase<br />
  290. behavior. The information is gathered from the AdKnowledge System, which<br />
  291. includes four components that span planning, campaign buying and<br />
  292. trafficking, ad serving and targeting, and reporting. As the only provider<br />
  293. of a complete set of Web ad management services exclusively to marketers<br />
  294. and agencies that is independent of the media, AdKnowledge is in a unique<br />
  295. position to provide an unbiased snapshot of the online advertising market.<br />
  296. The AdKnowledge Systems database contains more than 2,100 Web sites,<br />
  297. which, according to Nielsen//NetRatings, reaches over 94.1% of the overall<br />
  298. Web audience. The full OAR is available at<br />
  299. <a href="http://www.adknowledge.com/oar_2ndqtr99.pdf" title="http://www.adknowledge.com/oar_2ndqtr99.pdf">http://www.adknowledge.com/oar_2ndqtr99.pdf</a> (requires Acrobat Reader).</p>
  300. <p>About AdKnowledge<br />
  301. AdKnowledge is the only provider of complete Web marketing management<br />
  302. services focused entirely on the needs of advertising buyers. AdKnowledge<br />
  303. combines eAnalytics and data mining with outbound campaign management to<br />
  304. provide sophisticated marketers and agencies with insights into what drives<br />
  305. brand awareness and purchase behavior across all Web sites and networks.<br />
  306. The AdKnowledge System, an easy-to-use, Web-based tool, enables clients to<br />
  307. act on those insights to execute, measure and optimize Web marketing<br />
  308. campaigns. By not selling media, the company remains independent and can<br />
  309. provide marketers with unbiased intelligence. AdKnowledge is a privately<br />
  310. held company, funded by Kleiner Perkins Caufield & Byers, Mayfield Fund,<br />
  311. The Walden Group, Partech International, Sandler Capital Management,<br />
  312. Techno-Venture Co., Ltd. and GeoCapital Corporation. The companys<br />
  313. headquarters are in Palo Alto, California, with offices in New York.<br />
  314. Contact via phone at 650-842-6500 or on the Internet at<br />
  315. <a href="http://www.adknowledge.com" title="http://www.adknowledge.com">http://www.adknowledge.com</a>.</p>
  316. <p>###</p>
  317. <p>Contacts:<br />
  318. Michele Schott   Pat Lucas<br />
  319. AdKnowledge   Big Sky Communications, Inc.<br />
  320. 650-842-6502   530-888-8311<br />
  321. <a href="mailto:mschott@adknowledge.com">mschott@adknowledge.com</a>  <a href="mailto:pat@bigskypr.com">pat@bigskypr.com</a></p>
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  570.  
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  572. <div class="right_big_add_box">
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  574. <p class="pad_top_3"><img
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  583.     
  584.   
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  586.       <div class="view-content">
  587.         <div class="views-row views-row-1 views-row-odd views-row-first">
  588.     
  589.   
  590.   
  591.   <div class="views-field-title">
  592.                 <span class="field-content">Introducing the App Hall of Fame!</span>
  593.   </div>
  594.   
  595.   
  596.   <div class="views-field-body">
  597.                 <div class="field-content"><div class="body-row" id="body-row-213485"><div style="background:#F5F5F5;">App discoverability continues to be a real issue.  With the fast churn of apps in the App Store, an app has only a few weeks of promotional life in it before it‚Äôs largely forgotten.  There are a few things developers can do to fix that, but those... | Read more »</div></div></div>
  598.   </div>
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  601.     
  602.   
  603.   
  604.   <div class="views-field-title">
  605.                 <span class="field-content">Gobliiins Are Coming</span>
  606.   </div>
  607.   
  608.   
  609.   <div class="views-field-body">
  610.                 <div class="field-content"><div class="body-row" id="body-row-213486"><div style="background:#F5F5F5;">In the midst of the huge Q4 launch schedule, the cult classic, Gobliiins, as well as the rest of the trilogy, are being ported to the iPhone in all of their original glory. The Goblins trilogy was a quirky Atari/Amiga game series from the early 90‚Äôs... | Read more »</div></div></div>
  611.   </div>
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  614.     
  615.   
  616.   
  617.   <div class="views-field-title">
  618.                 <span class="field-content">myPhoneDesktop ‚Äì Chrome to iPhone Extens...</span>
  619.   </div>
  620.   
  621.   
  622.   <div class="views-field-body">
  623.                 <div class="field-content"><div class="body-row" id="body-row-213469"><div style="background:#F5F5F5;">Anyone who has used myPhoneDesktop knows that it is a fantastic tool for streamlining your onscreen workflow. Instead of having to type line after line into your phone directly, you can use myPhoneDesktop to type from your computer directly into... | Read more »</div></div></div>
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  627.     
  628.   
  629.   
  630.   <div class="views-field-title">
  631.                 <span class="field-content">Classes Review</span>
  632.   </div>
  633.   
  634.   
  635.   <div class="views-field-body">
  636.                 <div class="field-content"><div class="body-row" id="body-row-213470"><div style="background:#F5F5F5;">Developer: Dustlab
  637. Price: $0.99
  638. Version Reviewed: 2.4.7
  639. iPhone Integration Rating: 3 out of 5 stars
  640. User Interface Rating: 4 out of 5 stars
  641. Re-use / Replay Value Rating: 3 out of 5 stars
  642. Overall Rating: 3.33 out of 5 stars
  643.  | Read more »</div></div></div>
  644.   </div>
  645.   </div>
  646.   <div class="views-row views-row-5 views-row-odd">
  647.     
  648.   
  649.   
  650.   <div class="views-field-title">
  651.                 <span class="field-content">AutoVerbal Talking Soundboard Pro helps...</span>
  652.   </div>
  653.   
  654.   
  655.   <div class="views-field-body">
  656.                 <div class="field-content"><div class="body-row" id="body-row-213471"><div style="background:#F5F5F5;">Being able to speak and communicate with others is something that many of us take for granted. It‚Äôs not so easy for many folks though, in particular for individuals with autism spectrum disorders, as well as those who have suffered various brain... | Read more »</div></div></div>
  657.   </div>
  658.   </div>
  659.   <div class="views-row views-row-6 views-row-even">
  660.     
  661.   
  662.   
  663.   <div class="views-field-title">
  664.                 <span class="field-content">Pocketbooth Review</span>
  665.   </div>
  666.   
  667.   
  668.   <div class="views-field-body">
  669.                 <div class="field-content"><div class="body-row" id="body-row-213472"><div style="background:#F5F5F5;">Developer: Project Box
  670. Price: $0.99
  671. Version Reviewed: 1.0
  672. iPhone Integration Rating: 4 out of 5 stars
  673. User Interface Rating: 4 out of 5 stars
  674. Re-use / Replay Value Rating: 4.5 out of 5 stars
  675. Overall Rating: 4.17 out of 5 stars
  676.  | Read more »</div></div></div>
  677.   </div>
  678.   </div>
  679.   <div class="views-row views-row-7 views-row-odd views-row-last">
  680.     
  681.   
  682.   
  683.   <div class="views-field-title">
  684.                 <span class="field-content">Get Your Roast Right With ‚ÄòTime To Roast...</span>
  685.   </div>
  686.   
  687.   
  688.   <div class="views-field-body">
  689.                 <div class="field-content"><div class="body-row" id="body-row-213473"><div style="background:#F5F5F5;">Roasting meat, in the cooking world, is about as simple as it gets. The greatest roast recipe I‚Äôve ever found is from Michael Ruhlman‚Äôs website, with the recipe titled, ‚ÄúThe World‚Äôs Most Difficult Roasted Chicken Recipe.‚Äù | Read more »</div></div></div>
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  804.   <tr>
  805.     <td width="66" class="red_text">Nov. 20:</td>
  806.     <td width="505" class="blue_text" onclick="showLoginDiv()"><a
  807.       href="javascript:void(0);">Take Control of Syncing Data in Sow
  808.     Leopard' released</a></td>
  809.     <td width="17"><img src="images/erow.gif" width="13" height="13"
  810.       alt="" /></td>
  811.   </tr>
  812.   <tr>
  813.     <td class="red_text">Nov. 19:</td>
  814.     <td class="blue_text"><a href="#">Cocktail 4.5 (Leopard Edition)
  815.     released</a></td>
  816.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  817.   </tr>
  818.   <tr>
  819.     <td class="red_text">Nov. 19:</td>
  820.     <td class="blue_text"><a href="#">macProVideo offers new Cubase
  821.     tutorials</a></td>
  822.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  823.   </tr>
  824.   <tr>
  825.     <td class="red_text">Nov. 18:</td>
  826.     <td class="blue_text"><a href="#">S Stardom anounces Safe Capsule, a
  827.     companion piece for Apple's</a></td>
  828.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  829.   </tr>
  830.   <tr>
  831.     <td class="red_text">Nov. 17:</td>
  832.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  833.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  834.   </tr>
  835.   <tr>
  836.     <td class="red_text">Nov. 17:</td>
  837.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  838.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  839.   </tr>
  840.   <tr>
  841.     <td class="red_text">Nov. 17:</td>
  842.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  843.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  844.   </tr>
  845.   <tr>
  846.     <td class="red_text">Nov. 17:</td>
  847.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  848.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  849.   </tr>
  850.   <tr>
  851.     <td class="red_text">Nov. 17:</td>
  852.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  853.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  854.   </tr>
  855.   <tr>
  856.     <td class="red_text">Nov. 17:</td>
  857.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  858.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  859.   </tr>
  860.   <tr>
  861.     <td class="red_text">Nov. 17:</td>
  862.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  863.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  864.   </tr>
  865.   <tr>
  866.     <td class="red_text">Nov. 17:</td>
  867.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  868.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  869.   </tr>
  870.   <tr>
  871.     <td class="red_text">Nov. 17:</td>
  872.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  873.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  874.   </tr>
  875.   <tr>
  876.     <td class="red_text">Nov. 17:</td>
  877.     <td class="blue_text"><a href="#">Ableton releases Max for Live</a></td>
  878.     <td><img src="images/erow.gif" width="13" height="13" alt="" /></td>
  879.   </tr>
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  888.  
  889. <div id="newuser-popup" style="font-size:14px">Greetings, and welcome to the new MacTech web site! Our home page is designed to be your <cite>Industry Dashboard</cite> -- so you can have a snapshot of all that's relevant in the industry in one easy location.  Many readers tell us that because the information is updated so frequently, they are now checking the site multiple times a day.
  890.  
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  892. <UL><LI>We're running regular raffles.  If you want free stuff make sure to register.  <a href="/register">It's easy and only takes a minute!</a>
  893. <LI>Registering for the site allows you greater functionality.
  894. <LI>The first few blocks are original content from MacTech (for geeks) and our sister web site, MacNews (for general users)
  895. <LI>Below that are MacTech's scanners, which scan the web and organizes it into News, Rumors, and Documentation.  Updated every 15 minutes.
  896. <LI>Our Whitepapers, Screencasts, and Videos section give you insight into great products
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