Re: Targeting with Ad Server Software

From: marty monahan <mmonahan_at_houston.rr.com>
Date: Thu 27 Jan 2000 19:37:02 -0600

STEPHEN GABRUSH WROTE:
> My company, which is an online music retail store, is
> currently considering the purchase of one of the many
> leading advertising server software. One of the many
> advantages of this software is that it will allow us
> to target based on Browser, Time of Day, Operating
> System, Domain, etc. The question that I have is
> exactlyhow popular is demographic based advertising,
> and should we be looking at this type of software,

I believe that demographic targeting is the most useful
aspect of online advertising. The criteria you listed
Browser, Time of Day, OS, and Domain are somewhat dull
and not extremely helpful. Except one aspect would be
serve .edu domains with alternative music CD
advertising campaigns. An advertising serving software
program that integrates registration data into the
server database is far more useful especially for an
online music store. A good example of this is Seagrams
and other spirits companies are interested in only
serving ads to "eyeballs" over 21.

HSX.COM (Hollywood Stock Exchange) has integrated this
into its ad serving in a very successful way. It will
serve liquor ads to the over 21 set and toy ads to the
kiddy surfers.

Age would be extremely important in promoting various
musians. If the music industry is not co-oping ad
dollars yet for online ad campaigns they really should
rethink their merchandising programs.

I'm sure the over 45 set would be less inclined to
doubleclick and likely purchase a banner promoting the
latest Marilyn Manson CD, and visa versa for the
gen-y'ers gobbling up a Three Tenors Collection CD.

Geo (geographic) serving various domains could be
useful as well if your international traffic is
anything to speak of. While we are on the subject of
demographic targeting I would like to add my 02 cents
on the issue of using cookies/history to serve
relevenant advertising. This seems to be a HOT topic
with emotions running extremely passionate in both
directions. HELLO! the grocery industry has been doing
this for 30 years. Have you ever noticed that when
you an item such as a six-pack of Coke at your local
supermarket you the item is scanned and you are handed
a coupon for cents off on a six-pack of Pepsi.
(usually printed on the back of the receipt).

My closing suggestion is to not skimp in this area and
invest in the most sophisticated ad serving software on
the market today. Check out AdKnowledge
http://www.adknowledge.com/. And no I'm not affiliated
with them in any way.

Marty Monahan
Media Sales
http://www.stockhouse.com/
mmonahan_at_stockhouse.com

713-523-7249 Direct Dial
603-687-0335 Fax




Received on Thu Jan 27 2000 - 19:37:02 CST