Re: What Do Advertisers Want?

From: Robert Knight <rKnight_at_corp.RU4.COM>
Date: Mon 04 Dec 2000 11:15:16 -0500

DANIEL WILSON <admin_at_progressiveideas.org> WROTE:
> I am very open to suggestions on the subject of
> targeting and other methods of increasing CTR's to
> advertisers banners.

Danni,

I like your optimization idea of showing less
repeat banners, particularly to people who have
already clicked-thru to a site. You could take it
one level further and record if they executed a
transaction at the advertiser's site (if applicable).
Other reference rules could also be set up which
might say that if a particularly user bought
something but hasn't been back in more than X days,
you again start showing them creative for that
advertiser. This kind of control is what the
Internet was made for and is one reason that our
company believes that in the long-run Internet
advertising will be as or more important than any
other advertising outlet.

You (and other readers of this column) might be
interested in a technology that our company has
developed called SmartServe, which through a
web-based administration console allows for real-
time control, optimization and tracking of ads.
Our technology would allow you to perform the kind
of optimization you mentioned as well as optimizing
based on any number of other reference rules, such
as browser language setting, geographic location,
user bandwidth, time of day, etc.

We don't compete with ad agencies or online ad
networks. Rather, we partner with them to offer
our technology as a solution to better serve their
clients.

Hope this is helpful.

Cheers,

Robert Knight, www.ru4.com
AD, Finance & Operations
435 Hudson Street, Floor 7 / New York, NY 10014
phone 212.741.4222 / fax 212.741.4224
email: rknight_at_corp.ru4.com <mailto: rknight_at_corp.ru4.com>





Received on Mon Dec 04 2000 - 10:15:16 CST