While it's useful to see here the comparative results of
targeted vs. untargeted online ads, efforts to determine
through experimentation whether targeted or untargeted ads
are better seems to me to be a fool's errand. Results should
be expected to vary widely between audiences, markets,
products, offers, and creatives. No definitive statement
can be made. For every marketer, the bottom line is ....
well ... the bottom line. Are you making money? Regarding
targeting, this will vary from situation to situation. Each
offer requires testing to determine what is going to be
profitable.
It's also helpful to realize that although we use the term
"untargeted" for convenience, in a relative sort of way,
there is no such thing as truly untargeted ads. Every
placement decision is a targeting decision. It's all just a
matter of degree, like painting with a broad brush or a fine
brush.
Doug Bates
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Received on Thu Feb 04 1999 - 10:53:12 CST
