NONE: Re: ONLINE ADS>> MarketMatch by Focalink
Re: ONLINE ADS>> MarketMatch by Focalink
Karen Franco (karen_at_focalink.com)
Tue, 10 Jun 1997 16:31:47 -0700
Hi-
I'm Karen Franco the Director of Product Management for Focalink's
MarketMatch. I feel the need to de-lurk since there has been some
discussion on this list recently regarding MarketMatch and I'd like to
clear up some misconceptions that may exist.
In response to a question re: MarketMatch, Mike Crosson writes:
>Greetings! I'd like to suggest that Susan Nolan
(bluesky_at_club-internet.fr)
>take a look at a concept which I believe
>will do much to revolutionize media-buying:
>FlyCast (http://www.flycast.com).
FlyCast is a great tool, but MarketMatch by Focalink and AdAgent by
FlyCast solve different web advertising problems for advertisers and
publishers. MarketMatch is a planning tool - it helps agencies figure
out the best place on the Web to reach their target audience. AdAgent
is an on-line buying tool and helps agencies find opportunistic buys on
the Web and execute them online for the sites in FlyCast's Open
Network. (A more detailed description of both products can be found at
the bottom of this note.)
Another post from Jason Oates of DMB&B Interactive states:
>Market match is still a fairly limited resource.
If you compare MarketMatch to traditional tools it could appear limited,
and this makes sense because the Web as an advertising medium is not as
sophisticated as for example TV and print. If on the other hand you
compare MarketMatch to what else is available for Web media planning it
is, IMHO, the most comprehensive tool available.
>There have been many times when I have
>requested information about major websites
>and Market Match has come up empty.
We simply don't list sites on which we don't have information, so I
donít see how this is possible. I have a call in to Jason Oates to try
to better understand the problem, but have yet to hear back from him.
Jason, I'd like to talk to you in person about any product feedback you
can give us.
>In terms of monthly traffic numbers, most
>of those numbers are from late í96 and have
>changed radically since then.
All the sites in MarketMatch have the opportunity to update their
information on a monthly basis, and most do. There are only about 15%
of the sites in MarketMatch that have information as outdated as Jason
mentions.
I hope this helps you all better understand MarketMatch by Focalink. If
anyone has any further comments, suggestions, or questions please feel
free to contact me - karen_at_focalink.com.
------------------------------------
Further description on MarketMatch by Focalink and AdAgent by FlyCast:
MarketMatch by Focalink: MarketMatch, used by leading traditional and
interactive agencies as well as Web publishers, is the only
comprehensive, searchable database that allows users to search based on
target audience and media criteria. Subscribers at ad agencies use
MarketMatch to find and compare Web sites according to the target
audience and media criteria of their clients' campaigns. Web publishers
use MarketMatch as a research tool to better understand the competitive
landscape and keep up with online trends. MarketMatch includes
third-party site profiles and quality ratings from PC Meter, NetGuide
Live and SRI Consulting in addition to site descriptions, advertising
rates and hotlinks to sales reps, online media kits and home pages,
which are provided by the sites themselves.
AdAgent by FlyCast: FlyCast's AdAgent provides media buyers with
complete, real-time control over Web ad campaign planning, market
testing, execution and performance monitoring for sites in FlyCastís
Open Network., while Open Network allows Web sites instant access to a
new revenue stream. Leading agencies and web advertising buyers use
FlyCast's unique real-time buying capability to make traditional ad buys
and to make real-time buys over an open exchange, a concept similar to
financial market trading.
-- kjf
-------------------------------------------------------
Karen J. Franco 415-842-0660
Director, Product Management fax-842-0665
Focalink Communications, Inc. karen_at_focalink.com
www.focalink.com
-------------------------------------------------------
