I don't know about SI, but I can prove that information for the sites I represent. We have excellent demo information.
What you call "proof", by comparison to TV (where I spent 15 years), isn't any more "provable" than the demo information that internet sites are able to provide. I worked on Nielsen studies that show that people aren't keeping proper diaries, nor are they pressing the buttons on their boxes properly.
So...proof is what you want it to be. Most websites have AT LEAST as accurate demo information as TV, and in many cases BETTER than magazines (since magazines still use a 3X "pass along" figure to boost their circulation sales figures.....how do you "measure" that?).
The proof required is available, and most reliable studies have shown internet placement (depending on type) to be, minimally, as good as TV (which is where most ad dollars are spent) if not up to 3X better than TV. Comparisons to magazines aren't done, commonly, on the internet because the revenues there aren't as large or interesting to the sales force (yet).
That said, ads on the internet, from a common sense standpoint, are at least as valuable. How many magazine ads can you remember? Probably as many as you've seen on the internet.
This stuff can be "proved". Agencies and clients just haven't figured out how to use it yet. |
