Leading Web Publisher Changing the Face of Online Advertising, Again
SAN FRANCISCO, July 9 /PRNewswire/ --
MarketWatch.com, Inc. (Nasdaq: MKTW), the Internet's leading source of
financial news and information, announced today that its flagship website,
CBS MarketWatch.com, will shift the focus of ad performance reports toward
campaign reach, post impression analysis, and brand/product offering
awareness. The company will no longer automatically provide click-through
rates, the common industry metric, in its client reports.
"We are taking this bold initiative to complement our new CBS
MarketWatch.com advertising formats that communicate information to our
audience more effectively than ever before," said Scot McLernon, EVP
Advertising Sales at MarketWatch.com. "Ad formats like the rich media window
allow viewers to get an advertiser's complete brand message."
Instead of click-through reports, MarketWatch.com is planning to provide
post-impression analysis reports similar to those used when advertising
clients measure offline media performance. MarketWatch.com clients interested
in click-through data will still be able to obtain it upon request.
"Click-through rates are a misleading statistic -- they aren't indicative
of raised awareness or of consumer interest," McLernon noted. "Too many web
advertisers and potential advertisers have been misled by this metric."
This is the latest in a series of MaketWatch.com breakthrough advertising
initiatives. Earlier this year, the company announced two new advertising
programs: "High Impact Impressions," enabling clients to make online buys in
targeted day parts, and "Innovative Solutions," offering ad units in a variety
of larger sizes and new creative techniques.
"There is no doubt that web advertising works -- it's the measurement
method that has come up short these past few years," McLernon added. "As a
media channel, the Web can measure reach and frequency with more
accountability than any other medium, and awareness and lift can be measured
using traditional pre- and post-campaign research."
About MarketWatch.com, Inc.
MarketWatch.com, Inc., a leading financial media company, is the number
one financial news and information source on the Internet. Founded in 1997,
MarketWatch.com operates three web sites: cbs.marketwatch.com, bigcharts.com,
and U.K.-based ftmarketwatch.com. In addition to offering top-notch financial
reporting and investment tools on its web sites, MarketWatch.com licenses a
wide array of content and tools in custom-designed formats for brokerages and
other online businesses. The Company also produces the syndicated CBS
MarketWatch Weekend program, airs financial reports over CBS Network
Television, and provides updates every 30 minutes on the MarketWatch.com Radio
Network. Editorial content from cbs.marketwatch.com is distributed in major
newspapers and wireless networks.
SOURCE MarketWatch.com, Inc.
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Related links:
http://cbs.marketwatch.com
CONTACT:
Dan Silmore of MarketWatch.com, Inc.,
415-733-0582, or dsilmore@marketwatch.com; or Elizabeth Ames of
BOLDE Communications, 212-727-1680, or eames@boldepr.com, for
MarketWatch.com, Inc.
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