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

From: Havah Hope <havah_at_aperfectdealer.com>
Date: Wed 03 Nov 1999 09:50:47 +0200

SHANE SACOBIE WROTE:
> and Flycast is unwilling to push the issue of targetting to
> most ad buyers who want ROI-focused (in other words,
> untargetted) ads.

I do not understand this statement. If I want to focus on
ROI as a measure of the success of a campaign, why does that
mean I am not focusing the ads. I would guess that ROI
would be higher from a targeted ad campaign. For instance,
we sell New Balance Shoes. Now everyone wears sneakers so I
could just advertise anywhere because my potential market is
huge. But if I run ads on runner's and jogger's sites only,
won't my ROI be higher? I am more likely to find people
wanting a new pair of sneakers now or willing to buy
sneakers before their last pair gives out amoung the jogging
community than amoung the general population.

Havah Hope
Internet Alliances Manager
A Perfect Dealer, Inc.
The World's Largest New Balance Concept Store
http://www.aperfectdealer.com





Received on Wed Nov 03 1999 - 01:50:47 CST