NONE: Re: ONLINE-ADS>> Tying Banners to Location and Time
Re: ONLINE-ADS>> Tying Banners to Location and Time
Jim Waltz (jwaltz_at_dmn.com)
Mon, 4 Aug 1997 12:17:10 -0400
Laura Rich wrote:
>On the Web, as in TV and print and radio, some parts of the day are likely
>to see higher usage, and mindsets are likely to be different depending on
>the hour - or season, even. 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.
Wow, I can't believe that someone hasn't thought about this in more detail
until recently. Laura is absolutely right here, it is vital that we as
online advertising professionals can facilitate this kind of market for
timed exposure. The Beer and Breakfast examples are excellent, and you can
also throw in Night Clubs, concerts, videos, and maybe even local travel
destinations on Thursday-Friday in preparation for the weekend.
What I have a hard time with is how to do this across all the different
time zones. We at DMN Media operate as a network, much like Doubleclick or
AdSmart, and we can target by time of day across that network. Our server
software allows us to target by time of day, either by the user's time of
day (when known) or by our time of day (East Coast) as a default. However,
there is still a substantial number of users that visit our member sites
from places we can't identify, so we can't always know for certain what
time zones our visitors come from.
One possible solution is to look at the HTTP header, which in most cases
identifies the user's time as it relates to Greenwich Mean Time, and use
this information to target ads. The problem is that this method is very
unreliable because the user's machine needs to be set up with the
appropriate header information, so right now the best way to target by
user's time of day is to do it geographically- and we all know how
difficult and inefficient that can be on a broad scale with the Internet's
current infrastructure.
So at present our only real solution for targeting by time of day across
the Nation and the World is to do it by using our own time zone and
factoring in a 3-4 hour window that should help to target ads by daypart
(morn, aft, evening) in general. We also represent some local radio
station and music/entertainment sites that we know relate to specific time
zones, but these sites are a small percentage of our overall traffic and
may not provide a large enough marketplace for most advertisers yet.
This thread is great- I'd like to see some new ideas and solutions on how
to target ads across the World by time of day. We are very willing to try
new things and run some tests, so if you have an idea let me know and we'll
work on it and share the results with the list.
Thoughts?
_______________________________________________________________________
Jim Waltz, Director Sales & Marketing jwaltz_at_dmn.com
Digital Music Network /DMN Media http://www.dmnmedia.com
319 Main Street, Stoneham, MA 02180 p: 617.279.2895 f: 617.279.3507
DMN Media- reach millions of raving music fans with Bullseye Precision!
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
Reach 15,000 web marketers for pennies per person.
Advertise in Larry Chase's Web Digest For Marketers. (www.wdfm.com)
Email ads_at_wdfm.com for details.
-----------
With 312 million page views a month, we have more reach than your
toothbrush. (Probably more frequency, too.)
http://www.geocities.com/
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
