NONE: RE: ONLINE-ADS>> One to One
RE: ONLINE-ADS>> One to One
Dipendra Nigam (dnigam_at_paralogic.com)
Fri, 15 Aug 1997 10:44:18 -0700
Randall Farmer wrote:
>Whether you can have true 1 to one marketing depends mostly on what you
>call 1:one. The 'net is certainly a great medium for exact targetting --
In the quest for 1:1, let's not forget that for many marketing campaigns
1:10 or 1:100 is still better than other media ratios of 1:1,000,000.
Targeting capability is a function of technological development and is
evolved sufficiently to allow niche marketing down to the market of one.
Use of niche targeting is dependent on changing ad purchase behavior and
will evolve slowly. The beauty of being able to do 1:1 technologically is
that you can always aggregate up to the level the market likes.
Earlier this week LinkExchange (this week's sponsor) announced the
capability to target to any of 1600 site categories. On Wednesday we
announced the availability to target to any of our over 50,000 sites in the
ParaChat network of chat rooms, using Paralogic's TargetSelect option
through Flycast. More will definitely follow; the seller market is ready to
offer niche marketing to any level desired.
The traditional arguments about economies of scale are no longer relevant.
The 'net is a great scale equalizer - I can afford to target ads down to a
single user, a single chat room (for example 'Cigar Aficionados') or a
category of chat rooms (for example 'music lovers') for a fraction of the
cost of other media. Flycast can afford to sell and deliver ads targeted in
real-time to a niche for a fraction of the cost of other media. Advertisers
targeting small niche markets can now do it economically almost independent
of scale.
D. Nigam
Vice President, Marketing & Business Development
Paralogic Corporation
------------------------------------------------------
ParaChat: World's most popular Java Chat
http://www.paralogic.com
------------------------------------------------------
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
Want Your Advertiser's Message in Front of the RIGHT Audience?
SelectCast For Ad Servers 2.0***The Most Effective Way to Target Ads
>>>>>>> http://www.aptex.com/select.htm <<<<<<<
-----------
LinkExchange introduces new targeting across its network. For the first
time, any advertiser can target niche audiences from 1,600 site
categories. Visit LinkExchange at http://www.linkexchange.com
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
