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??
Leo Sheiner (leo_at_netcomuk.co.uk)
Fri, 29 May 1998 14:31:57 +0100
"Steven Heath" <steven_heath_at_grey.net>
<snip>
>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...
<snip>
Right on. There was a lot of interesting information about
targeting in this issue but I go along with Steve that much
of it is mired in a mind-set based on "broadbased
advertising that WON'T work online..."
Perhaps I can add something here which is a little
alternative. Sometimes I feel that mine is a lonely voice on
this topic but my advertisers tell me it works so I know I
am right. There is an alternative to paying top money for
precise targeting. If you are paying by result the interest
in targeting doesn't go away entirely, it just shifts gears.
The key is to do your targeting by having a clear
unamibiguous message on your banner. Then Instead of paying
$65 CPM for targeting by a clients keyword selection you pay
the equivalent of $3/$10 CPM by paying for results. In
effect you let the response to the message on the banner do
your targeting.
At Safe we are entirely focused on results and our host
sites get paid by results. That takes some of our
advertiser's need to worry about targeting away. Targeting
becomes a shared concern with the host sites. Since the host
is getting paid by result and since it is his choice whether
he accepts a proposal for his site, then he will make a
judgement whether his site is appropriately targeted or not
for that campaign. And if he trys a banner for a few days
and sees it doesn't give him an adequate ROI (using his
online stats) he simply replaces it with a better (for him)
proposal.
If an advertiser pays by result then he still needs to be
concerned about targeting but his concern is from a shared
interest with the sites hosting his campaign to ensure that
they get a reasonable ROI. Because if they do not, they will
go away and he will lose his source of appropriate traffic.
Ultimately the price and therefore the ROI are a function of
supply and demand. At Safe we believe very strongly in the
market principle which is why we operate like one.
Nonetheless if an advertiser is in it for the long haul he
should be establishing mutual benefit as the means to build
a long term and reliable source of traffic.
Leo Sheiner <leo_at_netcomuk.co.uk>
Buy into 162 million pageviews p.m. on 4,859 host sites to gain
the results you want. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
Why host banners for Safe? http://safe-audit.com/hostpromo.html
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ICONOCAST and Internet.com
"ICONOCAST is something I look forward to getting and continuously
share with my sales staff." Jed Savage, VP/Sales, CBS SportsLine
To subscribe, visit http://www.iconocast.com
---
50% of Internet.com's high tech audience does not frequent CNET or ZDNET
Reach the Internet audience you're looking for! For more info email
sl_at_internet.com or go to http://www.internet.com/mediakit/index2.html
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
