Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it

Steven Heath (steven_heath_at_grey.net)
Wed, 27 May 1998 12:49:37 -0700

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One mans targeting is another mans garbage...

Media plans for my clients often have a target that is quite hard to match
with less than 10% waste. For most of my clients, their main concern is
iballs in BC that are looking at the ad/spondership/whatever.

So, my fellow GreyInteractive planner in Toronto thinks, yeah, BC nice,
but hey, Canada is key for me, I don't care about BC, PEI or AB and thus
wants Canada as geographic targeting (plus whatever demographic etc).

So, my fellow media.com planner in NY goes.. wtf would I want BC iballs
let alone seek them out?!?!?!?

Ergo, I have taken some iballs away from a Canada wide plan and not even
affected the NY plan.

Now, this is geographic targeting and not demo, or technographic
targeting. But the same things applies, with an effectively unlimted
supply and limited demand means that:

1, heck, prices are going to drop for 90% of sites anyway.
2, what I want in a viewer is not what others want as a rule.
3, selecting users aged 25-45 with household income 60k+ is not targeting
IMHO, its braindead thinking of broadbased advertising that WON'T work
online...

It is in the media planners best interest to make sure that good sites get
at least a 'good rate'. If we demand super cheap CPM/CPC/CPL/CP?/ to the point
they cant survive on that biz model what do we gain in the long term?

Zip.. zilch.. nadda...

Bye bye targeting....

Steven Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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