There's no need for Nielsen's people meters. Every time a Web page is viewed, it's recorded. A consumer doesn't have to make a phone call or sign a check to buy a product advertised online. All it takes is a few mouse clicks. Chase's site, Web Digest For Marketers , is a virtual guide for smart commercial uses of the Net, including effective advertising tactics.
Users can choose to click on a microbutton to see the full-column ad.
But it's not just the visual aspect that matters. We want as much as possible for the advertiser to complement that learning mode and not interrupt the user experience. The Net's ability to provide layers of product info at the click of a mouse appeals to our intelligence. While TV, because of its two-dimensional limitations, often just resorts to dishing out obnoxious jingles, say, about how white our shirts can be. Which is, whether Nielsen knows it or not, why we like to hit that remote so much.