ONLINE-ADS>> Does Targeting increase CPM?

Jim Waltz (jwaltz_at_dmn.com)
Thu, 6 Feb 1997 15:28:27 -0500 (EST)

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DMN Media (http://www.dmn.com/media) is in the process of increasing its
targeting capabilities for banner ads served to its growing site network.
We can now target by Browser type/version, OS, ISP, State, Zip, Geographic
Region, Domain type, Music Genre, and other criteria.

Assuming the average untargeted CPM for 1,000,000 impressions is roughly 20
CPM, how much can we expect it to increase with some of the above targeting
criteria?

For example, if an advertiser wants to get 1,000,000 impressions targeted to
an Alternative Music audience that uses Win95 and IE 3.0 and comes from
Netcom, how do we price it? I have a feeling that some basic targeting is
now seen as value-added, but I am interested in some ideas and experiences
on the effects of certain targeting criteria on CPM rates.

We will also be testing most of the above targeting techniques in
February-March- any advertisers interested in a targeted test at
introductory rates let me know.

Thanks to the members of this great list!

Jim Waltz Director Sales & Marketing DMN Media
319 Main St Stoneham, MA 02180 p 617-279-2895 f 617-279-3507
email jwaltz_at_dmn.com web http://www.dmn.com/media

Reach millions of raving online music fans- now with bullseye precision!

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