NONE: Re: ONLINE-ADS>> Tying Banners to Location and Time
Re: ONLINE-ADS>> Tying Banners to Location and Time
Michael J. Sexton (preinc_at_mail.albany.net)
Thu, 31 Jul 1997 17:04:12 -0500 (CDT)
I will concede that a few good points have been made on behalf of those who
think that it may be worth it to track ads by daypart, however... if we
are going to make analogies between the web and TV the better analogy is
CABLE TV. The content on cable is very specific to a given audience. To
follow Laura's beer example, I have seen beer ads in the morning on ESPN
(Saturday morning fishing shows showing I have no life), however, I cannot
recall ever seeing a beer ad on CNN (although the sports show may carry it).
For sites that cater to one or two time zones rotating ads by time may be
worth it (and I would love to see the coding for this). Most sites cater to
a target audience that span multiple time zones so I am still not convinced
that the reward is worth the programming effort to figure out what time zone
someone is in then place the ad accordingly. Moreover, the extra strain on
the servers needed to process this information may put a big drain on
bandwidth and speed(although I do not have the expertise to be sure of this).
Mike
At 10:28 AM 7/31/97 -0400, Laura Rich <lrich_at_adweek.com> wrote:
>For instance, why run a banner for beer on a 24-hour schedule,
>to take a previous example? Hitting morning Web users in that schedule might
>not work, since they aren't likely to be as receptive to those ads at that
>time. To do such a thing would be merely wasteful! At this point, not all Web
>sites are offering space by daypart, but why aren't they? Ultimately,
>click-through rates should be higher at the point when the target market is
>most receptive.
****************************************************************************
Michael J. Sexton
E-mail: preinc_at_albany.net Voice: 518-478-9401
33 Crannell Avenue
Delmar, NY 12054
http://www.albany.net/~preinc/resume.htm
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