Re: UKNM: ad targeting techniques

[Sam Michel]

At 14:52 11/10/99 +0100, Jon Curnow wrote:

>> 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


[msg chopped]


>A two-thirds drop in the click rate would be OK if those that DO

>respond actually follow through.


This reminds me of a debate I used to have frequently when the first

serious debates about the effectiveness of banner advertising reared their

heads? What is perhaps more interesting is what I hear from colleagues

about sites buying banner impressions on a click-through basis i.e. only

paying for click-throughs.


Many of the banner affiliate schemes operate this way, as banner inventory

grows and sites have a smaller and smaller amount of sold inventory will

cost-per-click-through rear it's head?


Toodle Pip


Sam

-----------------------------------------------------

               http://www.chinwag.com


Home of the UK-Netmarketing, UKNM-jobs, Flasher,

Shockwave and other mailing lists.


- for help unsubscribing <

helpchinwag [dot] com (mailto:helpchinwag [dot] com)

>

- for sales enquiries <

saleschinwag [dot] com (mailto:saleschinwag [dot] com)

>

- for general feedback <

feedbackchinwag [dot] com (mailto:feedbackchinwag [dot] com)

> 

********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

khalilexcitecorp [dot] com (mailto:khalilexcitecorp [dot] com)

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html