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

Bernhard A. M. Seefeld (seefeld_at_relog.ch)
Tue, 23 Sep 1997 16:17:35 +0200

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• Maybe in reply to: Mark J. Welch, Esq.: "ONLINE-ADS>> How to Capture Local Advertising?"

Mark J. Welch, Esq. wrote:

> In my opinion, the best way to target consumers on the web
> is to hit them where they surf, and currently very few people
> surf to "local" content sites. As you'd expect, I surf to many
> sites about advertising and legal subjects, and if a local
> vendor wants to reach me, she had better hit me where I
> am, not where she wishes I were surfing.

IMHO, "local" sites have an additional advantage when presenting you're
ad in a local environment. A visitor _expects_ to see ads from regional
business. He probably doesn't expect to see an ad for a nearby
restaurant on cnn.com (a nationwide channel) or nytimes.com (where the
visitor would expect ads from New York based business, if local ads at
all). This will not only decrease performance of such ads but can make
the visitor feel observed ("How do they know that I am from here? What
else do they know?").
(Hey, they're even surprised when they get an ad targeted to their
searchterm!)
Contrary, you aren't surprised to find localized ads on a site covering
your town.

Regards,
Bernhard

--
Bernhard A. M. Seefeld, seefeld_at_relog.ch
Visit Swiss Search, Switzerlands very own fulltext searchengine, on
http://search.ch/


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• Next message: Carl Crisostomo: "Re: ONLINE-ADS>> VRML Banner Advertising"
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• Previous message: Mark Montgomery: "Re: ONLINE-ADS>> Sales commission vs. ad revenue"
• Maybe in reply to: Mark J. Welch, Esq.: "ONLINE-ADS>> How to Capture Local Advertising?"

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