Oh It's Just About Consumers Spending Quality Time On Our Website. Really?

A few interesting vignettes from articles on online marketing and advergaming from a feature in Business Standard:

During the India-Australia-West Indies triangular one-day cricket series, the company (Marico for Parachute Advanced cream) tied up with Yahoo, which was streaming web casts of the matches. The podcasts of the matches also carried ads for the new product. Over five days, Marico claims the ad received 9.5 million clicks, of which 240,000 visitors spent close to 11 minutes on its site.

Companies are also favoring Advergaming – and using banner ads to drive traffic to advergames when their target audience is the same as that which frequents the gaming site. Used by ICICI Bank and UTI Bank.
Just wondering – how do marketers measure the effectiveness of an online marketing initiative. Clickthroughs? 240,000 visitors spending close to 11 minutes on the site? What are the deliverables for online marketing companies?

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