Non Contextual Advertising
I am in the process of developing a website, which by its very nature
will have registered members who represent a microcosm of the US
population, both demographically and geographically. This suites the
primary function of the website, but don't lend itself well at all to
the standard arrangements for advertising.
The standard practice is to have ads presented based on the content of
the page, assuming a person interested in the content of a page will
also be interested in whatever is being advertised.
The website I am developing doesn't really have content in the classical
sense. What it does have, however, is a wealth of information about each
specific visitor. This includes geographic information down to a
specific zip code, and at least 40 demographic statistics.
Upon launch of the website, there will be just over 100,000 members who
will visit the site once or twice a week. This number of members is
expected to reach 250,000 within a year or so and level out at that
point.
My preliminary thoughts are to form some kind of alliance with a major
ad agency. One possibility is to provide them with a database of all
members' demographic data and pass each member ID number and zip code
along as keywords for them to use in selecting the best ads to display.
Any thoughts or questions will be appreciated.
Ben Giles
Received on Tue May 31 2005 - 08:46:23 CDT
