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NONE: Re: ONLINE-ADS>> Web publishing vs content creation
Re: ONLINE-ADS>> Web publishing vs content creation
Peter Bull (peter.bull_at_mailcity.com)
Sat, 22 Nov 1997 16:56:13 -0700
Last week, I wrote:
>>Even if you jump through technological hoops backwards, trying.
>>to build behaviour profiles on everyone who ever visits your site, you
>>cannot offer most of the world's advertisers a value proposition that they
>>should take seriously for one minute.
Ken Jenks replied:
>Yes, I can, and yes, I do. Because I have a demographic profile on every
>user, I can target your pizza parlor's ad to people who live in Brisbane,
>Queensland, Australia. You wouldn't pay a cent (U.S. or Australian) for
>anybody outside your target demographics. There are many sites which
>offer this level of targeting.
OK, so you can build some sort of a database profile of visitors and use that to
target ads, but I still donít think that will lead to a value proposition
that makes
sense for the huge majority of local advertisers who are trying to figure
out how
to get to the wired customers in their own community, and if you think it
does, then,
with respect, I think youíre kidding yourselves.
Iíve looked at all the pieces of information I can possibly collect and
keep on casual
visitors to my websites and, to be frank, most of it is pretty useless in
marketing
terms. It gets better if I can persuade visitors to fill out a detailed
form for
me, which they sometimes do, but that is very inefficient (even if they
tell me the
truth). However, let me concede that your technical people are smarter
than mine
and that you have the full, accurate, detailed, demographic right down to
postcode
and underwear size for everyone who has ever gone to your busy website
(which I donít
believe you could have, but never mind). It still makes no difference, and
hereís
why.
Letís assume that I am the owner of the biggest sporting goods store in
Rockhampton,
Queensland, Australia. The local paper sells 20,000 copies a day to a
population
of around 100,000 homes. They get 95cents of my advertising dollar today. Now,
I know that Rocky people are pretty switched on and about 15,000 homes in
the local
call area are connected to the net. At any one time, anything from about
100 (at
3am) to about 1000 (at 7pm) of those homes are connected at any one time.
Some of
them are doing email, or doing their homework, or chatting, or retrieving a file
from the office, but some of them are surfing the web, and some of those
are visiting
one or other of the umpty-ump million commercial, advertising-sponsored websites
out there. How many of these Rockhampton-dwelling customers and prospects
of mine
might wander into YOUR particular website on any given day, out of all the
millions
of websites they could go to? One? Two? Ten? Possibly none? Are you
going to
track me down and try to sell me an advertising contract based on the fact
that if,
just IF, one of my potential customers from this side of the world happens to go
to your website one day on the other side of the world, you will definitely
be able
to tell that he lives in my catchment area and therefore you will feed him
or her
my ad? Thatís a value proposition? Forgive me for finding this whole
scenario faintly
ridiculous.
However, if the local ISP sales rep emailed me, or even walked into my
store, and
said to me "I guarantee that whenever anyone in Rockhampton logs onto the
net tonight
they will get an ad for your local store put in front of their eyes within
the first
10 minutes, and again every half hour after that - regardless of whether
they are
chatting, reading their mail, or looking at CNN, Dilbert, the Israeli
Tourist Bureau,
or Playboy Magazine - and whenever one of them visits any of these 2,873
identified
sports related websites or makes a sports related search request, then your
ad goes
into the top priority list and will be shown within one minute of that
event. Or,
alternatively we could build you a campaign targeting only the 1,147 people
in the
Rockhampton community who are between the ages of 14 and 35 and who spend
more than
10% of their total web time visiting sports or active lifestyle websites",
I would
jump at the offer. Now youíre talking about target marketing with the web.
NO website
"publisher" can get within a bullís roar of that kind of proposition.
The only people who can deliver MY messages to MY customers with any
meaningful reliability
are the people who own those customersí eyeballs already - the local
newspaper, the
local TV and radio stations, and, for the Internet, the local ISP.
Consumers have
direct access to websites, but the website "publishers" have NO direct access to
any group of consumers, and NO contractual relationship with the consumers. The
ISP who puts them on the net has detailed knowledge and a direct
contractual relationship,
and the advertising service I have described is not technically difficult
if every
request any web surfer makes goes through the same access point.
Whether any known Rockhampton surfer turns up at your particular website
(even if
you have Yahoo-sized traffic) is hit and miss. Maybe they will, maybe they
wonít.
But I donít want to speculate with my advertising dollars - I want
guaranteed reach
into a local community group. I want access to ALL the local surfers,
wherever they
go, for however long they are online.
Peter Bull
Director, DVP Media Pty Ltd, Brisbane, Australia
peterb_at_dvp.com.au
For samples of DVP's most recent work, see:
The world's best online wine store - www.thegrape.com.au
Australian Provincial Newspapers Classifieds - www.checkoutclassifieds.com.au
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