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NONE: ONLINE-ADS>> Targeting
ONLINE-ADS>> Targeting
Bev Bernard (bev_at_notifyme.com)
Tue, 15 Jul 1997 15:30:39 -0700
I am a regular reader, seldom poster (is that a legitimate use of the verb
"to post"?) Not wanting to get into further discussions regarding grammar,
I do want to say a few words about targeting. The very low CPM spots being
sold by such as AdBot may be useful only for testing. You have to remind
yourself that these are spots nobody else wants. But if you select a site
based on some homework about the kinds of people who is using the site and
who might become customers, than give it a try. I would suggest buying in
the smallest lots until you know what your dealing with. I am a firm
believer in targeting. It is costing us only about $2.00 to obtain a
subscriber/buyer and that is because I very carefully monitor where our
banners run.
Our Internet service, NotifyMe, goes even further. You can target our
subscribers by age, sex, income level, educational level, zip code, and
interests (over 300 categories). The average ad message (it is NOT a
banner, but full page ad) goes out to an email list of over 10,000 names,
and we are seeing 20% response rates. Average means that some of the
messages get mailed to thousands more and some less, depends on the
interest category. Obviously, there will be lots more messages to people
who want to be informed about PC software, than there will be for people
who collect tractors for a hobby (this is a real person). That means on
average, 2000 + of those names will go on to read the full advertising
message, and of those more than 30 % will link through to the originator's
site. That is better than 6%. You don't get those kinds of rates with
banners. You don't even get those kinds of rates with Direct Mail. Why?
Because NotifyMe is so highly targeted. To my way of thinking, you can't
just talk cost. You have to consider response rate as well. It's cost per
sale that matters.
So if you want to talk targeting, you've got to forget about general
rotation banners unless the site has content that supplements yours, ie
they sell curtains and you sell curtain rods. Otherwise, think the direct
mail business and how successfully you can use email (much cheaper than
print) to do the job you are after. If all you are after is high traffic
and lots of impressions, then stick with the known sites and work on the
best creative you can get.
Bev Bernard
http://www.notifyme.com
bev_at_notifyme.com
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