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Technology Stocks : Frank Coluccio Technology Forum - ASAP
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To: Ahda who wrote (525)11/29/1999 3:32:00 PM
From: Frank A. Coluccio  Read Replies (2) of 1782
 
Speed will become increasingly important to on line sales.

One of the blue chip studies done recently analyzed consumer behavior on the 'net. One area which was tracked was the waiting tolerance and session abandonment times for would-be on line shoppers.

If a surfer can't get a reply (full screen) to a banner ad within 8.6 seconds, say, they blow it off and move on to something else.

Each tenth of a second has its associated penalty, in other words, which could be measured now in the millions, and soon into the billions.

As users become accustomed to higher speeds, both on their desktops and appliances, and as a function of response times on the 'net, they will be blowing off ads and other enticements much more quickly than 7 or 8 seconds, on average. All of which brings up an interesting parameter which I'd not given much thought to before.

And that is, what kinds of the guarantees, or levels of service, can advertising companies (the principals) expect when they pay to have their brands splashed onto our screens? How can they be sure that they are receiving their money's worth per click, and that they aren't paying to have their sessions simply abandoned before they are even popped on the screen? Are there any web-advertising knowledgeables here who can contribute something to this discussion?
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