TIM LEE <TLEE_at_WEBCMO.COM> WROTE:
>Online targeting is an old marketing issue but needs new
>theoretical study. We have been working on this issue for
>months and trying to find a way to make online targeting
>more effective and less costly.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Tim and I have crossed swords before because he knows so
much and has such sophisticated methods using complex maths
to reach his conclusions and I - poor dumb animal that I am
- am forced to use common sense pragmatic insight for my
solutions. It seems to me that if something costs twice as
much then it has to deliver at least twice as much and if it
doesn't then it isn't worth paying twice as much. It doesn't
really matter whether your method is keyword access, profile
analysis, or throwing dice. Most advertisers have some
objective in mind when they are doing promotions. They
usually have some means of assessing whether they are
meeting that objective. The rest is very simple maths.
I have always advocated action based payment. It doesn't
matter whether you are seeking a lead, a sale or just trying
to build awareness. Clicks are easier to quantify and value
than views. And the completion of a form is easier to
quantify and value then clicks. Having said that, at Safe
we run everything from CPM to Pay per sale. In all instances
we now have the most sophisticated tracking and monitoring
software that analyses the quality of each visit. So we and
the advertiser can soon tell if they are getting their
money's worth.
As for targeting I have another simple minded solution. Let
the message do your targeting. Of course that doesn't work
too well if you are paying CPM but ultimately it doesn't
matter what you pay by, all that matters is the bottom line
of what you have spent and what you have got for your money.
If you have a banner that tells the benefit straight and if
you are paying per action then those sites that are best
targetted make the best money. Again a simple market
solutiuon. And it works very cost-effectively.
Leo Scheiner
18,000 member host sites and 250 Million impressions a month
Quality results-oriented advertising Free consultancy, 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 sponsor:
ValueClick
ValueClick has cost-effective ad space available for *Smarter Buyers*
-> Our Cost-per-Click model means risk-free Reach to over 10k websites!
ValueClick Ad Network | 805.965.0543 | http://www.valueclick.com
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request@o-a.com
Received on Tue Jan 26 1999 - 21:04:36 CST
