Whole Network Announcements Business Trends Channels DTV Transition ... Internet TV IPTV Wi-fi

 

Reach versus Targeting

Filed in archive Internet TV by martino on December 16, 2005

An InsightExpress survey commissioned by ValueClick Media/Fastclick (NASDAQlinks: VCLK) had an interesting statistic in it. The respondents were comprised of 300 online media buyers.

A significant number of respondents (40 percent) cited reach as their primary reason for using an ad network, followed by targeting (19 percent), and performance/ROI (15 percent).

note: Reach is the number of people you touch with your marketing message. Central calculation in a television ad buy is to determine how each media providers contributes to the reach and frequency goals of a media plan.

The party line amongst the Internet savvy intelligencia is that online advertising is all about ROI and that television advertising is a slowly dying medium because it is unaccountable. Another common refrain is that advertisers want 'targeting' and that is another reason why online grows faster than television.

So what does it tell us that even online buyers using ad networks also value reach more than targeting and ROI combined? Maybe, just maybe, this is a hint that when VOD, DVR, and Broadband TV are eventually monetized with advertising, reach will remain the most important objective.

Food for thought, anyways. I'd love to hear your opinion.






Permalink: Reach versus Targeting
Tags: advertising  reach 

Trackback: http://www.creative-weblogging.com/cgi-bin/mt-tb.pl/12479





RSSrss   | See all blog subscribe options
Google google   |   What is RSS?
Yahoo! yahoo
Addthis Subscribe using any feed reader!
Bloglines Bloglines
Newsletter
Grouptivity

Use the search to look for other interesting posts



 
  • Advertise with us

  • Learn more about our advertising options or email advertising - at - creative-weblogging.com or give us a call at +1 (650) 331 4900.
  • Marketplace



  • Testimonials

  • 'I can't wait to see this blog develop -- I'm sure you have a lot of great stuff to share with us.'


  • Other blogs in the same channel in the Creative Weblogging Network







 

Tagcloud: 3D TV Announcements Blu-Ray DVD Blu-ray DVD versus HD DVD Business Trends Channels DTV Transition Act DVD Media HDTV iDTV integrated Digital Televisions Internet TV IPTV Life Digitized Mobile Video Projection Televisions Statistics TiVo DVR Video on Demand Video Series Wi-fi