Re: UKNM: ad targeting techniques

[Marc Walker]

As you say, banner advertising is moving from the early, random hit and hope

method to a slightly more structured technique.


I consider my "profile details" personal information I only offer to those

sites which I can rely on and trust to manage my data professionally. Those

sites which I am not so sure about I will only give enough details away to

fill out the reg. form in the quickest time.


If this is the case with many online users then how reliable will profile

advertising be?  The only reliable user profiles will be those on sites

which have a paid subscription rate.


This may shift the trend from high user session/impression sites (portals,

SE's and entertainment sites etc. etc.) to smaller, paid subscription sites

that are able to offer profile stats.


So, is 1% of quality better that 3% of nothing?


And should we now look at just how many "Ad. Impression to Sale" occurrences

are really happening. We have the software to do this.


Or should we go back to the drawing board and spend more time on the design

and copy.


Marc Walker

Electronic Publishing Consultant

http://www.tso-online.co.uk

----- Original Message -----

From: Kevin Rice <

k [dot] riceconnexity [dot] co [dot] uk

>

To: <

uk-netmarketingchinwag [dot] com

>

Sent: Sunday, October 10, 1999 5:38 PM

Subject: UKNM: ad targeting techniques


> Dear all,

>

> Over the last 2 years (approx.) the big US advertising networks have shifted

> from content based targeting to targeting based on sophisticated personal

> profiling techniques. Over the same period average click-thru rates have

> fallen from 3% to 1%. Are the new techniques proving effective?

>

> Kevin


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