Re: ONLINE-ADS>> Tying Banners to Location and Time

Robert Schrimpff (robert_at_netxtra.co.uk)
Thu, 31 Jul 1997 09:40:53 +0100

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: glenn fleishman: "Re: ONLINE-ADS>> The Amazon.com model"
• Previous message: Lance Stendal: "Re: ONLINE-ADS>> Tying banners to location and time"

In reply to:

> I was surfing around looking for stories for this week's Ad Bytes when I
> ran across this one in Forbes.
>
> Webvertising
> http://www.forbes.com/tool/html/97/july/untethered0728/web.htm
>
> They quote a guy from the MarCom Awards saying that two key things must be
> in place prior to online advertising taking off. Targeting was the first
> one, which I would agree with. The second one, however, didn't seem to make
> any sense to me. This person said:
>
> "...having the same ads at any time of day is absurd--and would mean that
> beer ads would appear during children's morning hours if television were
> run the same way."
>

I agree with the guy from MarCom Awards, using flycasts add reporting
system for the adds that we sell I get a strong impression that click
through rates are not constant throughout the day.
There is definitely a correlation between weekday/weekends which is not
that surprising so I can see no reason why the same principle would not
apply to those surfing during their lunch break or in the evening versus
those surfing during work hours.

By combining information about the domain they are from and a table of
world times one could target these time slots. O.K maybe not very
accurately, but as the marginal returns to further improvements in add
delivery continue to fall, this option will become viable for certain
sites and advertisers.

I don't think that the question is whether he is right or wrong. I think
the questions are how much difference does it make and when does it
become worthwhile in terms of complexity versus return. Flycast already
allows buyers to set days and times to their buys.

BTW: Other than using Flycast to sell our advertising space, I am in no
way related to Flycast. http://www.flycast.com/

--
Best Regards,

        Robert Schrimpff

        netXtra Ltd.
        http://www.netxtra.co.uk
        http://ase.net
        mailto:robert_at_netxtra.co.uk


----------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsors:

      312 million page views a month + 58 million visits a month
+ 715,000 Geocitizens + 37 online neighborhoods = 1 very effective place
to advertise                        http://www.geocities.com/mediakit/

                               ----------

        Get 5000 guaranteed visitors to your site for just $750
             ***** Just 15-cents per unique visitor *****
                >>>>  http://www.valueclick.com  <<<<

-----------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: glenn fleishman: "Re: ONLINE-ADS>> The Amazon.com model"
• Previous message: Lance Stendal: "Re: ONLINE-ADS>> Tying banners to location and time"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.