NONE: Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it
Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it
scottcohen_at_247media.com
Mon, 1 Jun 1998 15:34:58 EDT
Richard:
Let's summarize and close this thread on targeting -- is it
a bad thing?
I believe we're unanimous in saying, no, targeting enables
fulfillment of the promise of the Internet--one-to-one
marketing communication. It appears that we also agree that
it's unlikely that "dreg" inventory will result from
targeting since each campaign is designed to meet its own,
usually, unique objectives. Therefore, inventory that does
not meet advertisers' targeting criteria within a given
period still has value via run-of-site, -network, -content,
etc. or CPA deals. What targeting gives us is options which
is what media buyers need.
However, at 24/7 we are not approaching targeting as an
inventory management scheme, contrary to Jamie Byrne's
comment. Inventory management is a media seller problem. To
make this medium a success, we have to provide marketing
solutions. Keep in mind the advertiser's strategy.
Every marketer's objective is to increase sales. In basic
terms, this can be accomplished through increased trial or
increased repeat usage. If the strategy is repeat, aka
increased occasions of existing product/service usage, then
the marketer probably has via traditional research methods
(survey, coupon/sweepstakes redemption, warranty
registration, focus groups, etc.) a pretty good idea of who
they need to target. If the marketer wants to increase
trial, then they may have a defined target audience, but
depending on the product/ service, it's target audience is
probably broader than a repeat strategy's. Add into that
equation the concept of context--powerful communications
must be made in context of the product/service. So, this
means that some marketers will want to narrowly targeted
delivery while others may simply want to hit a broad demo
like gender or a broad context category like entertainment.
In concert with Jamie, the answer is networks with
tremendous reach, a lot of inventory and well-defined
targeting. A network buy is the only way to have something
for everyone while providing consolidated, same-measurement
basis buying and reporting to media buyers. We have to rely
on the skill of the planners (which are definitely
complemented by savvy sales reps) to develop a plan that is
not wasteful, does not place a paper company paper's ad on
Greenpeace.org, and does not narrow the potential audience
to 4 folks in Idaho.
In closing, an idea on which I'd like to read your opinions
is,
What changes in media planner skill sets do you anticipate
as a result of the ability to target
demographically/psychographically online? It's coming next
in what we currently call broadcast, so this is not an issue
isolated to our relatively small Internet media world.
Consider the analytical/creative skills required to be a
star in the Internet- advertising generation now+3. - Direct
marketers are very analytical -- but the Internet has an
interactive component and has the potential to be much more
engaging than the latest Publisher's Clearing House piece -
Cable tends to have narrowly defined audiences -- but the
Internet does not have a discrete amount of available
inventory - Broadcast -- we've heard the complaints about
Nielsen People Meters - Radio - ditto Arbitron above - Print
- OK, I'll give you trade (B-to-B), but
consumer--fogeddaboudit. I understand the pass around audit
of Cosmo has a huge male component (never mind Victoria's
Secret).
At 24/7, we are building a sales/consulting staff that has
the potential to morph into these super-planners-sellers.
If you know any--send them our way!
scott e. cohen
senior vice president
212/603-5079
scottcohen_at_aol.com or scottcohen_at_247media.com
www.247media.com
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