NONE: re: ONLINE-ADS>> Web publishing vs content creation
re: ONLINE-ADS>> Web publishing vs content creation
Kenneth C. Jenks (mindseye_at_tale.com)
Mon, 24 Nov 1997 17:33:23 -0600
(Since this conversation is apropos of many targeted Internet advertising
systems which use customer-generated demographic information, including
Juno and Hotmail, I'll respond publicly.)
Peter Bull, Director, DVP Media Pty Ltd, Brisbane, Australia, wrote:
>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?
A query of our customer profile database says that 1.36% of our readers
come from Australia, and 0.09% come from Brisbane. At our current traffic
rate, we can show your ad to one Brisbanian per day. (I don't have any
users saying they come from Rockhampton right now, so I can't speculate
about their number.)
>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?
Probably not. Let's look at the numbers in more detail. Our unusual ad
system shows full-page ads with a built-in customer response questionnair,
and we charge about $0.25 per ad view. That's $0.25 per day, or $91 per
year to show your ad to the 365 (or so) people from Brisbane who visits my
Web site. So it wouldn't be cost-effective to sell ads for just Brisbane,
but it might work for a collection of big cities Down Under, and it would
definitely work for large U.S. cities.
>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 won't. But I don't want to speculate with my advertising dollars
>- I want guaranteed reach into a local community group.
That's part of the package -- because of our user-profile-based targeting,
you only pay for ads shown to people in your local community (or other
targeting requirements). Guaranteed.
This is also how Hotmail works. You can purchase a targeted advertising
package from them which will show your ad only to people matching a
specific demographic profile. (But they show traditional banner ads.)
>I want access to ALL the local surfers, wherever they go, for however
>long they are online.
As you said, nobody can give that to you right now. But there are more
innovative ways to advertise the Web than today's standard practice.
-- Ken Jenks, Editor-in-chief, Mind's Eye Fiction
http://tale.com/ Short stories on-line
MindsEye_at_tale.com
Advertisers wanted: Target your full-page ads by
age, sex, income and/or zip code. Better than banners!
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