NONE: Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it??
Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it??
jbyrne_at_doubleclick.net
Thu, 28 May 1998 20:56:05 -0400
This is definitely an interesting question and there have
been a couple of references to "responses from DoubleClick
and 24/7" - so here you go...
The interesting thing is - this really is not a huge problem
for a large ad Network.
DoubleClick is currently delivering over 1.5 BILLION ads a
month and reaching 35 Million users/per month. I think we
would be very hard pressed to find any advertiser who could
afford to buy anywhere near 50% of any target audience when
we are delivering that many ads and reaching that many
users. (If there are any out there, call me - I'll take the
commission on that one!)
Yes, if you severely micro-target a campaign or focus on an
individual or small group of sites, you can run into this
problem. But there are a lot of sites out there with
similar targeting abilities and similar audiences -- you can
find your audience (or we will find it for you on other
sites in our Network).
But, I actually think we have missed a key component of ad
targeting systems. An ad targeting system is (or should be)
more than just a tool to target ads -- it should really be
an inventory management system - a tool that lets you know
what is available and then allocates advertiser impressions
based on a number of criteria (targeting, total impressions,
run dates, etc.)
DoubleClick DART, the system behind the DoubleClick Network
and our DART service for sites, actually does more than
simply deliver the most highly targeted ads - it analyzes
the progress of campaigns -- In real time, the system
adjusts the delivery speed of campaigns and allocates
available impressions to make sure that the campaigns are
delivering evenly and on schedule.
So even if advertiser A purchased a large percentage of any
particular target segment, the system, in order to insure
that A does not over-deliver and will complete their
campaign on schedule, will deliver impressions in that same
target segment to other advertisers to make sure that
everyone's campaign is delivering on time and evenly
throughout the course of their buys. (Essentially, this
means that in some cases, an untargeted ad will take
precedence over a highly-targeted ad depending upon the
delivery schedule.)
Does a highly targeted campaign mean everyone else gets the
dregs? I would argue no - partially because of the above --
but also b/c very highly targeted campaigns are typically
more expensive and are usually lower impression buys. This
will change with time, but by then the Web will have even
more users and more impressions available (and we'll have
even more targeting options!).
I also think we would be remiss to ignore frequency caps.
No matter how highly targeted your campaign is, do you
really want the same user to see it 50 times? Branding is
one thing, but there is a such thing as overkill. Highly
targeted campaigns with frequency caps would also free up
impressions on similarly targeted campaigns.
Ok, that's enough from me. Let me know what you think.
Jamie
Jamie Byrne
Manager of Online Marketing & Sponsorship Development
DoubleClick, Inc.
http://www.doubleclick.net
jbyrne_at_doubleclick.net
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