Re: ONLINE-ADS>> How to Capture Local Advertising?

Philip Denlinger (philip_at_spacelab.net)
Tue, 23 Sep 1997 09:59:07 -0400

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Mark Welch wrote:

>My idea: a centralized ad server (an ad network) which
>makes use of REGISTRATION DATA.

read http://www.clickz.com/archives/0911977.html and see how AOL is
implementing this kind of idea.

The article is entitled:

Dumb Like a Fox: AOL Looks To Leapfrog the Internet
By James Houck
Media Supervisor
Fallon McElligott

Clickz is always interesting; this article is one of their very best.

I see in my murky crystal ball an important shift in control in who sees
what banner. The control is moving from the site to the ad network, and may
even move further to local and regional ISPs.

Think as you are watching television -- the ads you see are a mix of
network and local station.

The content providers (producers of Seinfeld, for example) aren't
responsible for selling ads. [I understand they do get product placements].

>it is IMPOSSIBLE for me
>to target my law office's target market (generally,
>persons over age 50 in about 30 zip codes near my
>office).

But you could do this on a well-organized ad network of local ISPs.

Philip Denlinger

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• Next message: Mark Montgomery: "Re: ONLINE-ADS>> Sales commission vs. ad revenue"
• Archive Home Page
• Search
• Previous message: Billy Newsom: "Re: ONLINE-ADS>> Sales commission vs. ad revenue"
• Maybe in reply to: Mark J. Welch, Esq.: "ONLINE-ADS>> How to Capture Local Advertising?"
• Next in thread: Bernhard A. M. Seefeld: "Re: ONLINE-ADS>> How to Capture Local Advertising?"

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