Re: ONLINE-ADS>> quality and quantity banners

Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Thu, 19 Mar 1998 14:46:44 -0500

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Russ Ford wrote:

> First an overview:
> Membership base 250,000 people
> 600,000 members visit the Crown Rooms each month.
> Median Income $181,000
> 29 Delta round trips per year
> 40 hotel night stays per year
> 81% own securities
> 77% visits are business related
> and so on and so on......
>
> My contention is that because the demographic set is so high , it
> doesn't matter that I am delivering the banners to the same group over
> and over. The CPM rate should be just as high for the first 10 banners
> passed as it is for the 2,000,000th banner passed each month.

I can't tell you what CPM you should be asking for, but you are reaching a
*very* high median income target, and that is worth a premium. Reaching
those people can be difficult to do in "traditional" media, as statistics on
individuals above about $75,000 start to get scarce.

And, who cares if there's repetition among the same group? Isn't that good?
TV advertisers buy time and repeat the commerical over and over on the same
stations. Couldn't your advertisers just buy shorter "flights" on your
system if they wanted to, or rotate in new creative over time?

~Marlena

Marlena Schwarz
marlena.schwarz_at_pop.ny.ddbn.com

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