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A 1,000 percent jump in click through rate? Now that’s the power of online advertising!
But Barry Brinson, co-owner of Active Media Online, is not impressed. His company recently made a $120,000 media buy to promote its Hitmen.com site, a chat portal for gay men, across Gay.com, a portal owned by Online Partners—and felt confident knowing DoubleClick would be serving the ads. It also didn’t hurt that Online Partners guaranteed the yearlong campaign 4 million impressions in the first month and an astounding 10 percent clickthrough.
But things got weird.
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