So-called low interest marketers face a greater challenge in attracting users to their Web sites than "transactional" ones like Amazon.com or research-driven categories like those for automakers, according to Lee Doyle, North American CEO of Mediaedge:cia. Doyle, speaking at an industry event, said such "low interest" marketers may need to increase their Net ad spending to get more attention, and that new metrics are required to justify their higher spend.

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