What the Net needs: Speed, measurement

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SEOUL--For marketers to use the Internet as an effective channel for advertising, there is a need for greater speed and better measurement systems, said Robert Smith, corporate VP and general manager, Eastman Kodak USA.

"Downloading high-resolution images is often painfully slow," he said in a speech at the IAA congress on Wednesday. He said new products like Flash Pix Format, developed by Kodak, Hewlett-Packard Co. and Microsoft Corp. to download photos more easily, will help.

"Kodak has a free Web site, but I can't say it pays for itself and leads to additional business," he said. "Lots of hits are generated by browsers with no real viewership."

On the plus side, he said the latest information can be added to the Web on a daily basis--compared with a lead time of about two weeks for newspapers and three months for magazines.

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