The Association of National Advertisers last week unveiled at its annual meeting here its New Technologies Committee, established to decipher the intricacies of interactivity.
Measuring the Internet as a marketing tool quickly became the committee's main goal at its first meeting, said committee chairman James Garrity, VP-communications for Compaq Computer Corp.
Committee members agreed the group needs to address a wide range of interactive media, but "discussion kept getting back to the Internet," Mr. Garrity said. "Everyone wanted to know how much money to invest and to understand return on investment."
The committee has invited representatives from HotWired and the Coalition for Advertising Supported Information & Entertainment to discuss measurement of interactive audiences at its November meeting.
Carole Moore, program director for IBM Corp.'s Internet activities, said her membership in the committee has already borne fruit.
"I was just talking to Hewlett-Packard today about how to measure standard logs through the Web server," Ms. Moore said.
"It's wonderful to meet these people through the committee that are struggling with the same things I'm struggling with."
Legal aspects of Internet advertising, including copyright and intellectual property law, are also of prime interest to committee members, she said.
The 20-member committee includes executives from Kraft Foods, General Electric, Sprint, Bell Atlantic, Sony Electronics and Clorox Co.