A panel at @d:tech in New York today reveals results of a test in which rival Web measurement and research companies analyzed the same Points of Light Foundation banner. Rex Briggs, exec VP at participant Millward Brown Interactive, said the volunteer group's banner generated just 5,624 click-throughs out of 2 million impressions. Mr. Briggs, who this week leaves Millward, said the ad suffered for various reasons. He stressed that marketers who use straightforward and integrated messages will improve their Web results.
Copyright November 1999, Crain Communications Inc.