How are Mens Health advertisers measuring ROI from this promotion?
RS: In a broad stroke, we will provide the gross number of Snaps to a client’s ad. But the response is dependent on what the offer is. Some are providing coupons or sampling, so that metric will be different than an advertiser taking a more passive messaging path, i.e. directing them to their Web or WAP site. GP: Advertisers are more interested in the quality of the interaction, so while they’re looking at how many people are sending in the pictures, they’re also looking at who, when they receive a link from a marketer after sending in the picture, will go ahead and click that link. We’ve seen a 40% uptake rate for these, which is unheard-of.
