The software giant and ISP sign a five-year deal that includes a co-branded portal, expanded availability of MSN 8.
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This is the final edition of Ad Metrics. Jeff Moore, its writer, recently left the Internet advertising field when he accepted a new position with Current Analysis, a provider of online competitive intelligence for sales and marketing professionals in the telecom and Internet industries. Be sure to print out a copy, so you can sell it on eBay in 20 years and become a millionaire. Better yet, use it as a review of the most salient points made in the column.
The predominant reason people click on ads is interest in the product advertised. Sure, sweepstakes, curiosity-makers, and entertaining ads all have their place, but that place is in line way behind targeting. It's tough to keep up with all the latest techniques to serve your ads to the right person and boost your click-through rate, but if you make the effort, you'll be glad you did.
Put the world's two hottest technologies -- the Internet and wireless communications -- together and you get a lot of hype. Everyone is talking about the wireless web, and advertisers need to put it in perspective. Email is a killer app, and people want constant access to it. But let's face it. Surfing the web on a two-and-a-half-inch LED screen just doesn't cut it. Jeff gives you tips for plotting your wireless ad strategy.
A study released several months before the recent security disasters shows some 46 percent of online shoppers have halted an online purchase out of security concerns. With all the recent publicity, a really big problem has become a huge problem. While shoppers have always been skittish, they do tend to gain confidence over time. Jeff has some suggestions about what you can do to make your customers feel safe buying from you online.