2 billion USD annually (A report released in
mid-1996).
And what follows advertising is hardly more enocuraging.
The consumer interacts and the product is delivered to him.
This - the delivery phase - is a slow and enervating epilogue
to the exciting affair of ordering through the net at the
speed of light. Too many consumers still complain that they do
not receive what they ordered, or that delivery is late and
products defective.
The solution may lie in the integration of advertising and
content. Pointcast, for instance, integrated advertising into
its news broadcasts, continuously streamed to the user's
screen, even when inactive (they provided a downloadable
active screen saver and ticker in a "push technology").
Downloading of digital music, video and text (e-books) will
lead to immediate gratification of the consumer and will
increase the efficacy of advertising.
Whatever the case may be, a uniform, agreed upon system of
rating as a basis for charging advertisers, is sorely needed.
There is also the question of what does the advertiser pay
for?
Many advertisers (Procter and Gamble, for instance) refuse to
pay according to the number of hits or impressions (=entries,
visits to a site).
Pages:
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297