NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
S. Alexander Jacobson (alex_at_i2x.com)
Wed, 24 Jun 1998 13:36:45 -0400 ()
Mark Welch said:
> I have been trying for two years to buy demographic targetted
> advertising to promote my law practice. (See, e.g., my outline
> http://www.markwelch.com/bannerad/baf_webadv97.htm).
> I want to reach people in one or two dozen zip codes in the East
> Bay area of Northern California, and I'd compromise by accepting
> all zip codes from 94501-94598. The New York Times couldn't
> even tell me how many years it would take to use up its minimum
> $12,000 ad buy on such a narrow target.
First, I would ask why didn't you try Hotmail or My.Yahoo? They both
claim more than 10 million registered users (much more than NYTimes).
Second, I think you are asking the impossble for the Internet. Even if
there was perfect targetting, the numbers available can't meet your needs.
Here is the math:
Suppose that 100,000 people live in your target area.
Since you do probate, you are trying to reach parents that may be
considering revising/creating their wills. If we assume that 1/3 of the
population matches this profile and that 50% (optimistic) of them
use the Internet an average of 5 hours per week (and that they see one
page per minute), your target population of 15,000 people generates a
TOTAL of ~4.5 million page views per week. However you have no way to buy
that.
You buy from individual registration sites. HotMail and My.Yahoo
both claim more than 10 million registered users- which means that 20%
of the Internet uses one or the other (assuming no overlap). If each of
them generates 5 ad exposures per day per user (again, very optimistic),
the total ad exposures for your population is 75,000 per week
(15000people*20%registerd*5exposures*5days).
As a rule of thumb, I divide optimistic numbers by 10. My guess
is that the total available weekly inventory in your target market is 7500
exposures/week combined on HotMail and My.Yahoo.
As for the New York Times:
If the NYTimes is 1/10th the size of My.Yahoo or Hotmail
then they have somewhere between 750 and 7500 exposures in your
target available per week. At a $30 CPM, $12000 buys 400,000 exposures.
Therefore it will take NYTimes.com anywhere from 1 to 10 years to use up
your buy.
-Alex-
___________________________________________________________________
S. Alexander Jacobson i2x Media
1-212-697-0184 voice 1-212-697-1427 fax
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