The company I work for generally deals in print media, but is now trying to get involved with web ad design/placement. We are working with a vendor that has a website where our client wants to put some content (we, as the design company are middle-manning this as well as doing the design). The client asked us some questions. The answers to these questions will come from the actual website vendors, but we want to understand the answers before relaying them to the client currently though, we dont 100% understand the questions this is where we would like some clarification:
1. When tracking things like total number of visitors/views & brand impressions & Click-through rate & other relevant metrics, what is generally considered to constitute legitimate proof of presented figures for each?
(Also, what is considered to NOT constitute legitimate proof, but may be commonly presented to unknowing clients instead of legitimate proof ie is there anything to watch out for, in terms of a vendor saying Look at these great figures, it means many people are looking at/acting on the ads and us turning around, showing them to a client, and their Internet Marketing/IT staff saying but this data doesnt justify your conclusions )?
2. The potential client asked us something like what will be the impression level at a given page. What exactly does this mean? I understand what Brand impression and number of impressions means, but not the level. Couldnt find anything clear about this online.
3. What is typically meant by the term Guaranteed traffic ? How do you guarantee traffic, and what typically happens if the guarantee is not met?
4. Link tracking using 3rd Party Ad Serving The vendor has a password-protected secure site. On this site our client wants to place some ads that link to their site. Can this ad be tracked using a 3rd party ad tracking system like DART? Can pretty much any ad be tracked this way, regardless of whether or not the site is secure? How much trouble is it for a typical web developer to implement third-party tracking?
5. This is perhaps the most important what other questions/topics typically come up when these types of deals are discussed? What should the client be asking, and what are the correct answers? What other common, web-marketing-specific, concepts should we be aware of?
Any response to any or all of these questions, or any other relevant information would be greatly appreciated. Links to useful articles where I can find answers are excellent also. Thank you very much.
Andrey
