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

From: Neven Prasnikar <artplus_at_artplus.hr>
Date: Fri 05 Nov 1999 00:12:59 +0100

Havah Hope wrote:
> 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

Actually, I see the truth and some flaws in both statements.

While you would most definitely get a better CTR and more
sales by advertising on runner's and jogger's sites, ROI
would depend on the CPM as well...

Let's say you get 10 times higher CTR by targeting but you
pay 20 times more for the same number of banners... your ROI
would be questionable.

Still, generally speaking I agree with you. I think you
would do better by targeting as long as you take care not to
pay too much for that comparing to non targeted campaign.

Neven Prasnikar
artplus_at_artplus.hr
CEO Art Plus Marketing & Publishing
New Marketing Ideas - Games & Apps for Promotional Purposes
New Marketing Media - CD-CarD, CD-ROM Business Card
http://www.artplus.hr




Received on Thu Nov 04 1999 - 17:12:59 CST