NONE: Re: ONLINE-ADS>> Web Publishing vs content creation
Re: ONLINE-ADS>> Web Publishing vs content creation
Ray Taylor (taylor_at_bizbiz.com)
Wed, 03 Dec 1997 10:40:36 +0000
> From: Peter Bull <peterb_at_dvp.com.au>
<big snip>
> I really don't care which global newspaper my local web surfer wants
> to read, and Lord knows there are enough to choose from now - or
> whatever other web site he or she wants to visit, whether this is
> advancedmacrame.edu or arabianbondagenights.com, if the customers are
> in my local area I want to be able to advertise to them directly
> without having to guess their eventual destination. Only the ISP who >
>puts them onto the Internet can supply that service to me. No website
> "publishers" can do that, because they are destinations, not sources.
>
One of the big advantages of the Web is that, despite being a global
medium, any user may be identified by point of access (ISP). This can be
done by content suppliers by simply matching the user's IP address
against Geographical location. This is much more accurate than guessing
the location by the domain name suffix (eg .au for Australia, .uk for
UK). Domain-name targeting is particularly pointless for UK users (and I
suspect Australian as well) because there are as many .com UK domains as
there are .uk.
For instance, I live in London, I access the Web via btinternet.com from
London (note the .com, not .co.uk) and use a hosted service in
California (webcom.com) where my domains (eg www.bizbiz.com and
www.ukmediaweb.com) are registered to my UK business address. Just to
make life more interesting, I have also registered as an online reader
of the (London) Financial Times using a (false) Hong Kong address. This
I did in order to check banners I had placed for a client with
www.ft.com to be targeted only to users registered with addresses in
Asia/Pacific countries. Using various methods, you might decide that I
lived in California, anywhere else in the USA, Hong Kong, or London. The
only way of knowing that I live/work in London (or at least in the UK)
is to match the IP address of btinternet against the geographic address
of the owner of the IP address.
Unfortunately, all this is ingored by most site owners who "offer"
banner advertising. Many pretend that they can target geographically, or
their salesman believe they can.
It's just not good enough to provide local content for a local audience.
It does not provide the numbers for any size of Web campaign. When
people use the Web they look all over the world (surprise, surprise) for
their content.
The Doubleclick sales network offers targeting by matching geographic
and IP address using the Dun & Bradstreet database. I do not know of any
others who do this but if any are reading this message please let me
know. But before you do, please make sure you know the difference
between targeting by domain suffix and targeting by IP address.
Ray Taylor
POM (Prisoner of Mother England - British colonial term for convicts and
other white slaves exported to the new Australian colonies - these days
shortened to POM by Australians to refer to anyone from anywhere in, or
near, England).
http://www.ukmediaweb.com
+44 181 639 0015
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