Re: Flycast: Zero-Based Media Planning, Site Neutral Optimization

From: Jesse Sng <jesse-sng_at_mediaring.com>
Date: Sat 30 Oct 1999 14:17:52 +0800

>GREG KUDASZ WROTE:
>Actually they're not saying that targeting is bad. What
>they're saying is that in some cases, your target may be
>hard to classify and may end up being different than what
>you think. As an example they say that one of their
>financial clients got a better CTR on computer-related sites
>than financial sites.

The analogy is similar to trying to optimise your software
as a developer. Most of our guesses/assumptions about
optimisation are wrong.

Considering that most buyers also optimise by clickthrough
rate as opposed to the final result, Flycast's key point is
that you might be optimising on the wrong thing in the first
place.

Our own direct experience has shown that assumptions about
the audience can often be wrong and Flycast helped us get a
much better picture of who we should be going after.

Consider also that if you target (either via direct buy or
by targetting) a site - you are still missing out on the
entire group of related sites. You need to be able to work
with a cluster of similar sites as opposed to working
directly - too much precision can be very bad (100% hit or
miss).





Received on Sat Oct 30 1999 - 01:17:52 CDT