MrWeb2 says:  

Basically when an advertisers places a banner ad or other graphic media product on a website they want at minimum someone to see the ad and connect with the brand at some point in the future . They also probably in the past few years wanted a user to click through to their website so that users could get a more indepth experience with the advertiser's content. In 2007 publishers are going to have to offer more to keep the now better educated advertisers around

Advertisers now want a specific action to be completed. They want clicks, subscriptions, joins, enrollments, purchases, votes, suggestions, feedback, commentary, downloads, views, listens, and many others

By integrating a CHV, publishers can enhance the offering to their ad clients thereby controlling the flow of a campaign better and assisting advertisers to achieve the above actions or at least engaging the user long enough to provide a two way dialogue

Helping advertisers to reach the above actions and providing better ROI for their ad dollars will make the publishers who conceive well structured strategies successful during this phase of the online evolution

It is no longer just about how juicy that worm looks - publishers must set the hook and bring in the fish too

06 Feb 2007 - 11:23 Melbourne