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NONE: Re: ONLINE-ADS>> Tying banners to location and time
Re: ONLINE-ADS>> Tying banners to location and time
Mark J. Welch, Esq. (markwelch_at_ca-probate.com)
Thu, 31 Jul 1997 14:08:13 -0700
At 06:51 PM 7/30/97 -0700, you wrote:
>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.
It depends completely on the product. For example, if I am selling
pipes (e.g. for smoking tobacco in), and I want to use sports sites to
target my audience (males) I'm going to have trouble finding sports
sites that don't have a large audience of kids -- and for that product,
I don't WANT kids to see my ads if I am a responsible marketer.
I don't want to limit my advertising to smoking and pipe sites. So
why not use other means to target my audience: such as running
the ads only from 11pm-5am and 8:30am-2:30pm (local time) and
not serving the ad to any .edu or .us servers (if those are the
two suffixes most often used by schools and libraries).
>For example, Play4Prizes offers targeting based on gender, age, income,
>occupation, and state/zipcode at a rate that's comparable to un-targeted
>ads.
AHA! You register your visitors, which allows for such targetting to
happen. I absolutely agree that using registration (or having certain
data released by the browser software with the user's consent) is the
better way to target ads, assuming people will tell the truth more often
than not. BUT time of day still has some merit, too. Whether the
benefits would justify the cost involved in designing and then serving
the campaign is questionable, of course.
-- Mark J. Welch (510) 462-8483 http://www.ca-probate.com/
-- Web Site Banner Ads (Networks, Brokers, Exchanges, Software, PSAs):
-- http://www.markwelch.com/bannerad.htm
-- Web Counters: http://www.markwelch.com/counter.htm
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