Re: Flycast: Zero-Based Media Planning, Site Neutral Optimization
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?
TO WHICH NEVEN PRASNIKAR REPLIED:
> 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.
to further the example of good targetting producing
BOTH good CTR's and ROI's we have an advertiser who has
been with us for better than 3 years running 500,000
impressions monthly acheiving as high as a 30% CTR but
averaging 15% over the term. Our sites are
astrology/lifestyle/health/parenting His service or
product is an initial free reading (astrology chart)
and later he of course offers his paid services. He has
done so well in fact he does little else now. I of
course realize this to be an aberration and not to be
expected in the retail e-commerce end, but in it's
simple way it states the obvious. This fellow would
never advertsise with the Flycasts or DoubleClicks of
the world , he does his own media buying and pays a
fraction of what he would through a network. It's just
a matter of finding middle sized sites like ours with
some stats reporting ability and a good media buy can
be made. We also are partners in a "pay per lead" and
"pay per sign-up" type network with over 4000 host
sites. Here the advertiser is paying for sign-ups or
info requests etc only. no wasted impressions on the
advertisers part in this case. So their are many ways
to achive reasonable ROI but research and legwork are
in order.
Wayne Browning
Homepagers Internet Solutions
info_at_homepagers.com
Received on Tue Nov 09 1999 - 16:06:36 CST
