NONE: Re: ONLINE-ADS>> Tying banners to location and time
Re: ONLINE-ADS>> Tying banners to location and time
Arie Grossman (agrossman_at_play4prizes.com)
Wed, 30 Jul 1997 18:51:17 -0700
At 08:38 AM 7/30/97 -0700, Mark J. Welch, Esq. wrote:
>
>If I were designing an ad campaign aimed at adults, I might well
>try to target my campaign to run before 2:30 p.m. on school
>days, to avoid wasting traffic on those zillions of teen male web
>surfers.
I continue to be amazed at the technological tricks that web marketers use
to target their audience and increase click-throughs. While there are a few
specific advantages to targeting ads based on time (as Mark Welch pointed
out), I wonder if this is a very effective way to target a specific
audience, such as the adults in the example that Mark mentions.
It seems that it would be more cost effective to target adults, not based
on time of day, but by specifically buying ads which are targeted to age.
In addition, if you find that your click-through rate varies with time of
day, and this is important to you, then you should buy your ads based on
click-throughs and not impressions. The whole notion of buying ads based on
time to achieve a different objective (such as targeting adults or
increasing click-throughs) seems counter-productive, especially when there
are a many opportunities to tie ad busy to specific objectives.
For example, Play4Prizes offers targeting based on gender, age, income,
occupation, and state/zipcode at a rate that's comparable to un-targeted
ads. Furthermore, we've had great success with our results-based pricing
model which reduces the risk for advertisers, and eliminates the
unnecessary focus on click-through ratios and the like.
Arie Grossman <agrossman_at_play4prizes.com>
http://www.play4prizes.com/m/
Why pay for banners? Get targeted, interactive visits for less!
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