ONLINE-ADS>> local geographic targeting

Lenore Tuttle-Wilkas (lenore_at_eci.net)
Tue, 23 Sep 1997 10:12:15 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Donna Dolezal Zelzer: "Re: ONLINE-ADS>> VRML Banner Advertising"
• Archive Home Page
• Search
• Previous message: roBman: "ONLINE-ADS>> Power shift?"

Hi all, long time lerking, first time really posting.

Mark Welch says:
>"In my opinion, this means that the best advertising strategy
>is to add GEOGRAPHIC TARGETTING to existing web
>advertising vehicles (e.g. banners and site sponsorship).
>But we all know (or should know) that "local" geographic
>targetting is NOT possible with the data now on hand."

Well, it is possible to target locally and we've done it. But, one has to
have certain things in place in order to do this. First of all, it helps
if you have data about your visitors. Match.Com is a subscription service
and therefore our members must register. We know gender and location of
all of them and can target both ways. Now, these people represent only
half of our 8 million page views per month, so the other half isn't quite
as targetable, but we do manage.

We currently work with two ad serving systems and both afford us targeting
capibities. Narrowline serves our banners to our members and though it we
can target by city and gender. Currently, we are able to target four major
cities (San Francisco, New York, Los Angeles, and Washington, DC) and we
will slowly roll out DMA zip targeting to the top 25 DMA markets in the US
within the next 6 months. We have done several buys with this and have
another waiting to start in a couple of weeks.

We also use Imgis through our rep firm, Katz/Millennium, and these banners
go to our guest pages and to our 'zine. Imgis is able to target locally
as well by using area codes in association with some major ISP's they're
working with. We have conducted two campaigns this way.

By the way, we do get a nice premium for this targeting ability and in the
future we plan to have a great deal of local advertising reaching a good
portion of the US. Because we are a subscription service we can, in
theory, reach anyone one-on-one, but the backend issues would be a
nightmare. I do think though, that at some time in the not too distant
future, this will indeed be done on a regular basis.

Are advertisers interested in this? You bet. Being able to target like
that is very interesting to them. They like the ability to know that they
are reaching the men or women they're buying or the DMA they need.

---
Lenore Tuttle-Wilkas
Ad Sales Manager
ECI/Match.Com
http://www.match.com
651 Brannan Street, Suite 300
San Francisco, CA 94017-1159
415-659-6335
415.284.5315 - fax


----------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsors:

  Money Minded debuts Oct. 1 on http://homearts.com, the #1 Lifestyle
  Site for Women. It's straight talk on personal finance and investing.

                               -------

              Have the ClickZ Home Page is shipped directly to
              your E-Mailbox every single day in HTML format.
              Send email to: join-clickztoday_at_sparklist.com

-----------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Next message: Donna Dolezal Zelzer: "Re: ONLINE-ADS>> VRML Banner Advertising"
• Archive Home Page
• Search
• Previous message: roBman: "ONLINE-ADS>> Power shift?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.