Re: AM: Value of user demographics?
I can't speak to the wider range of demographics, but I can say for
certainty that professional category is very valuable to us. When I
researched sites for a Nov. ad campaign, I found the wider technical
online publications (ZDNet pubs) were around $100CPM, while the
much-more-targeted variety (Electrical Engineering Times) were about 1.5
times that rate. For November's purposes we chose the cheaper, wider
audience, but for future I'm recommending going with the 1.5-times
expensive, better targeted site.
Ross Stapleton-Gray wrote:
> Expanding on Andrew's question just a bit, I wonder if we couldn't get
> some estimates from marketing types as to the relative value of the
> various bits of knowledge one can capture. For example, if one can
> command X CPM for generic eyeballs, what sort of modifier would there
> if one also knew customers':
> 1. area code
> 2. zip code
> 3. gender
> 4. age group
> 5. affluence
> 6. professional category
> and perhaps how these might modify the value when combined.
> Ross Stapleton-Gray TeleDiplomacy, Inc.
> email@example.com 2503 Columbia Pike, Suite 118
> Director, Electronic Embassy Program Arlington VA 22204
> http://www.embassy.org +1 703 685-5197 / 5257 fax