NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
R. Bradley Byrd (brad_at_newgate.net)
Mon, 29 Jun 1998 17:29:02 -0700
I fell a little behind in reading O-A, so when i read the following
comments by Keith I bit my tongue and caught up with the most recent
Digest before I added my two cents. I must admit to being surprised
that someone else didn't make the same observation that I am making
(below).
Keith Pieper wrote:
>Of course, any targeting based on user registrations
>will have a 100%confidence level.
[snip, and then again]
>The more finite your geo targeting becomes, the less
>accurate it will become (unless you have registration data,
> which is then 100 % accurate).
How many of you really believe this is true??? 100% accurate? I
can't believe Keith explicitly said it *twice* in the letter. What
type of registration data can we trust to be 100% true? The only
data like that, it seems to me, would be data from PAYING visitors
to sites (ie. billing information) - and as we all know there are
*very* few paying visitors out there.
We have done studies for clients in the recent past that severely
contradict this assumption. Results from one project we did for
Paramount - aimed specifically at testing the validity of
registration information they were getting on a site - showed that
literally 99% of visitors admitted using false information for
registration...they would put in "whatever" to get access to what
they wanted - the "member" parts of the site. Subsequent research
consistently points at a "fib rate" over 60%.
Maybe not all the information is fibbed - maybe they fib on
everything but the "anonymous" free email account (hotmail, juno,
yahoo, etc.), which is how most sites "verify" your membership. But
which data can we believe, if we are *relying* on the audience to
provide information they are not happy to surrender in the first
place? We
have no independent means of verifying it.
Remember, 56% of the online audience agrees that they should be
allowed to assume multiple aliases/role online...
http://www.gvu.gatech.edu/user_surveys/survey-1997-10/graphs/privacy
/Ought_to_be_able_to_Assume_Different_Aliases.Roles_on_the_Internet.
html
...and a majority of the online audience doesn't trust providing
valid registration infomation to websites.
http://www.gvu.gatech.edu/user_surveys/survey-1997-10/graphs/privacy
/Reasons_for_Not_Registering.html
>From our perspective in-house, it gets back to intelligently placing
your banners based on *content*, and using that as the baseline for
making assumptions about your audience. It might not sound
"hi-tech" enough for a lot
of you, but its the only method we have confidence in, and that
generates consistent success for us.
I would love to hear others' thoughts on this issue.
-Brad
Brad Byrd
Director of Business Development
NewGate Internet
mailto:brad_at_newgate.net
http://www.newgate.net
(415) 331-3127
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