Digital Nation meeting, January 11, 1999
From: Carl M. Burnett, HomeQuest Network (http://www.homequest.net)
Digital advertising on the Internet, via banner
ad management, took a major step last night at the January 13 Netpreneur meeting hosted by
digitalNATION. The discussion, even for this novice, was informative and lively. The best
local area minds in the business were there to learn, inform, and above all debate the
merits, successes and challenges faced in Internet advertising.
The meeting, led by Mitch Arnowitz,
Director, Business Development, Morino Institute, PKW Netpreneur Program, was expertly
facilitated and provide all members the opportunity to gain an in-depth understanding
surrounding banner ad management and the tools necessary to accomplish this task.
The lead presenter was Mike Smith of
digitalNATION who discussed one of digitalNATIONs products - Ad-Juggler. Mike
eloquently provided everyone with a ground-level basis of understanding by explaining the
banner ad management universe and then the specific capabilities of Ad-Juggler. He also
led a serious discussion concerning the merits and mechanics of banner ad metering,
covering such services providers from industry leader DoubleClick to MSNs Link
Exchange. The discussion moved on to specific software solutions that included Net Gravity
and Ad-Juggler and where they fit in the banner ad management business.
The discussion did not end there but
ventured into territory that covered seminal subjects about how to capture measuring
statistics for hits to click-through to conversion rates. An informative discussion on the
The discussion also included such
notable comments and opinions by Terry Pittman of Netcom and Mark Dorf of Digital City,
both with backgrounds in television. They discussed their concerns in such areas as
contextual promos and the over reliance of metrics in Internet advertising versus other
forms of media advertising.
Finally, Christy Kochan of the
Washington Times related the challenges of insourcing web site management and advertising.
Her trials and tribulations encountered gave all participants a reason to pause in their
assessment of the travails of Internet business.
All in all the crew at digitalNATION,
with their uniquely decorated conference room and gracious hospitality, revealed why they
are the local leaders in international web site hosting.
Congratulation, to Mitch Arnowitz and
our host digitalNATION for a fantastic meeting.