ONLINE-ADS>> Targeting- What about Branding?

Jim Waltz (jwaltz_at_dmn.com)
Wed, 12 Feb 1997 12:01:59 -0500

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I originally asked this list for some ideas on how increased targeting
affects CPMs, and as usual I received a number of excellent and useful
responses. However, I can't help noticing that every response deals
exclusively with a Direct Mail analogy, and I'd like to know how you all
feel about the affects of targeting on branding campaigns.

For example, if I am Coke and I have a music-related promotion underneath
Coke caps, will I choose to buy space in just general magazines and TV
spots or will I spend a little more (CPM wise) for a more targeted approach
aimed at music lovers (ex. Rolling Stone, Spin, MTV, etc.)? If the answer
is the latter, then why wouldn't that also apply online? Even though Coke
isn't able to tell how effective their conventional-media branding ads are
in terms of increased sales, does that mean the ads were not valuable?

If an advertiser's goal is something other than a direct correlation to
actual sales, such as setting the groundwork for future and repeat sales
through a branded message, then how would increased targeting affect CPMs?

It seems to me that we take click-thrus too seriously because it is
something we can immediately quantify, yet the resulting statistics are
very difficult to duplicate in other forms of media besides direct mail.
I'd love to hear your thoughts on the relationship between CPM and degree
of targeting in media other than direct mail, including TV, Print, AND on
the Web.

Thanks again for a great list!

"Casbah--if music is your life's passion, we've got the aphrodisiac."
Casbah- http://www.casbah.net/?csb_jw1

Jim Waltz, Director Sales & Marketing Digital Music Network
jwaltz_at_dmn.com 319 Main Street,
Stoneham, MA 02180 p: 617.279.2895 f: 617.279.3507

DMN Media- reach millions of raving music fans. www.dmn.com/media/?dmm_jw1

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