COMPANY TESTS WEB AD CREATIVE
By Adnews Staff
A New York-based company called Double Click says it has a system that tells advertisers whether or not their "banner" ads are worth running. Banners are ads placed on a World Wide Web page which, when clicked on, lead to one of the advertiser's own pages. Double Click has started offering a new service called Test It! The company claims that Test It! "is currently the only vehicle for pre-testing ad banner creative on the Web." To test a banner, Double Click places it on one or more of the sites in the Double Click Internet advertising network. The network has more than 25 sites, including Excitel, I-Golf, WIT (Women in Technology), Travelocity, Quicken Financial Network and Sportsline. Double Click counts the number of times people click on the banner and reports back to the advertiser within 48 hours. Armed with this information the advertiser can decide to continue with the banner, kill it or make changes.