NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Mark Montgomery (markm_at_gwin.net)
Sat, 20 Jun 1998 18:51:05 +0000
Keith Pieper <kpieper_at_matchlogic.com> wrote:
>I just read this week's Interactive Week Cover Story on Banner Advertising -
>
>http://www.zdnet.com/intweek/printhigh/61598/cov615.html
>
>In particular, I must take take issue with a comment made by Jupiter analyst
>Evan Neufeld...
>
>"It's a mass medium without the mass, and it's a targeting medium that can't
>target."
>
>Hmmm. At first glance I would take a strong disagreement position with Evan.
>40-60 million seems pretty massive - that's bigger than the New York market,
>and New York is considered a mass market. Targeting based on SIC codes,
>states, zips, and whatever else we do seems pretty precise.
MM: It's not often that I defend the profitable side of this industry
but in this case Neufeld is not really that off base. The difference of
course between virtually any other medium and the Net regarding
"mass" is that it is global and has been discussed here and
elsewhere extensively cannot be tracked well without registration.
I don't think Neufeld meant that the Net doesn't have very
focused user groups but that the "system" does not allow
the type of targeting that the medium should provide. For
example, I've done a lot of ad buys in travel related user
groups in traditional media. Pretty easy to do and very easy
to track because of industry standards, lists etc. On the
Web, every agency uses different software, tracking, etc.,
that part is a mess for all of us.
Now there is no doubt in my mind that the user groups
on the Net are as scientific as any other medium and
actually better than broadcast for all but broad brands. The
problem is that this medium is far more personal. The
interactivity demands more focused participation by all
parties and banner ads can be a nuisance unless I happen
to be seeking that particular product on that particular day.
That doesn't happen very often. This is not only restricted
to the Net BTW, talk shows are interactive and many are
very selective about who they will allow to sponsor. Some
only carry those they personally endorse. I think we will
find this medium moving more in that direction. Bad news
perhaps for advertisers who aren't good citizens and with
good products, but maybe the time has come to address
that issue anyway and no better time and place than with
the one that is converging all others.
Mark Montgomery
Founder & CEO
Global Web Interactive Network LLC
The very best global business news
http://gwin.net/latestnews.htm
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