ࡱ> J )( !"#$%&'?A+,-./0123456789:;<=>@BCDEGFHIKRoot Entry F`Q7kҡ@ Olk10SideProps_0001(__nameid_version1.0(`Q7kҡ`Q7kҡ__substg1.0_00020102*0 !$123456789:;<=>?@ABCDQZ\fghijklmnopqrstuvyghujL?q5D,8+*Vmspst.dllNITA7nC:\Documents and Settings\Owner\Local Settings\Application Data\Microsoft\Outlook\Outlook.pst@0`Zޝ@0p%0kҡǠ0l,eM#~z F FF  8 P l   X-AntivirusX-POP3-FromX-__substg1.0_00030102*`__substg1.0_00040102*__substg1.0_10060102* __substg1.0_10080102* CampaignX-Company_IDX-MailerISP6X-ChoiceMail-AcceptedReason8X-ChoiceMail-OriginalAccountX-CTS-EnabledfB W  __substg1.0_10090102* __substg1.0_100B0102*__substg1.0_100F0102* __substg1.0_10100102*9- TVV 8d5  y IPM.Note__substg1.0_10130102* __substg1.0_10140102*__substg1.0_10150102* __substg1.0_101D0102*__substg1.0_101E0102*__substg1.0_001A001E* __substg1.0_0037001E*9__substg1.0_003B0102*Behavioural targeting survey, news, comment and researchSMTP:TACODA@MAIL.VRESP.COM+nTTony EvansSMTPtonyevans@contactmc.co.ukTony Evans+nTTACODASMTPTACODA@mail.vresp.comTACODA__substg1.0_003D001E*__substg1.0_003F0102*B__substg1.0_0040001E* __substg1.0_00410102*:__substg1.0_0042001E*__substg1.0_00430102* B__substg1.0_0044001E*" __substg1.0_004F0102*#\+nTTony EvansSMTPtonyevans@contactmc.co.ukTony EvansTP+nTTACODASMTPreply-c0fd527065-7aad4449a1@u.cts.vresp.comTACODASMTP:TONYEVANS@CONTACTMC.CO.UKSMTP:TONYEVANS@CONTACTMC.CO.UK__substg1.0_0050001E*%__substg1.0_00510102*&__substg1.0_00520102*.'__substg1.0_0064001E*(SMTPTACODA@mail.vresp.comBehavioural targeting survey, news, comment and researchǝN5sCE]ujSMTPtonyevans@contactmc.co.ukSMTPtonyevans@contactmc.co.uk__substg1.0_0065001E*!)__substg1.0_0070001E**9__substg1.0_00710102* $+__substg1.0_0075001E*,__substg1.0_0076001E*#%-__substg1.0_0077001E*.__substg1.0_0078001E*"*/__substg1.0_007D001E*0X-POP3-From: bounces-c0fd527065-7aad4449a1@b.cts.vresp.com Return-path: Envelope-to: tonyevans@contactmc.co.uk Delivery-date: Wed, 23 May 2007 16:25:29 +0100 Received: from gc-mkt8.verticalresponse.com ([206.57.6.63]) by krypton.webfusion.co.uk with esmtp (Exim 4.54) id 1HqsiN-0002hM-OP for tonyevans@contactmc.co.uk; Wed, 23 May 2007 16:25:29 +0100 Received: from slbsrcnat.inside.verticalresponse.com ([192.168.0.120]) by gc-mkt8.verticalresponse.com with QMQP; 23 May 2007 08:25:26 -0700 X-MailerISP: GlobalCrossing From: "TACODA" Reply-To: "TACODA" To: tonyevans@contactmc.co.uk Subject: Behavioural targeting survey, news, comment and research Date: Wed, 23 May 2007 15:25:26 +0000 Message-ID: MIME-Version: 1.0 X-Company_ID: 210076 X-CTS-Enabled: c0fd527065-7aad4449a1 X-Campaign: c0fd527065 Content-Type: multipart/alternative; boundary="__________MIMEboundary__________"; charset="UTF-8" X-Antivirus: AVG for E-mail 7.5.467 [269.7.6/815] X-ChoiceMail-OriginalAccount: tonyevans@contactmc.co.uk X-ChoiceMail-AcceptedReason: Domain 'mail.vresp.com' is on your accepted domain list +nTTACODASMTPTACODA@mail.vresp.comTACODASMTP:TACODA@MAIL.VRESP.COM__substg1.0_0C190102*')E:__substg1.0_0C1A001E*F__substg1.0_0C1D0102*(,G__substg1.0_0C1E001E*HSMTPTACODA@mail.vresp.comtonyevans@contactmc.co.ukBehavioural targeting survey, news, comment and research0000000ctonyevans@contactmc.co.ukTony CMC0000000ctonyevans@contactmc.co.ukTony CMC__substg1.0_0C1F001E*+-I__substg1.0_0E02001E*J__substg1.0_0E03001E*&6K__substg1.0_0E04001E*L__substg1.0_0E1D001E*/1M9__substg1.0_0E28001E*N,__substg1.0_0E29001E*04O,__substg1.0_1000001E* TACODA. Where the people are people We are adding new names to our email list all the time, so if this is your first newsletter - welcome. This month we take a close look at campaign effectiveness - especially in relation to click-through rates, demographic and audience targeting - and why we need to be careful how we use them. Also don't miss our first industry survey - it's important that we get as much feedback as we can, so please take part - you could win a 100 Amazon gift voucher. Paul Goad, Managing Director. news * Car advertising moves up a gear. * NMA privacy article. * Branding: Online v TV. How much budget for each? * Internet World. How was it for you? * This month's product focus: Spectrum+. Win a 100 Amazon voucher! news Where does your car ad work best? Chances are, if you've got a new car to advertise online, the first place you would think of going is Top Gear or What Car. Well, stop right there. Start thinking about car buyers not car sites and read this. More about privacy, anyone? NMA is still banging on about consumer privacy. If you didn't see the article in NMA's May 17 issue (page 2), Here's where BT players are at right now. Being a strategic media planner is not an easy task. The IAB brings us new research conducted in Spain. It's not about behavioural targeting, but it does show how brand advertising can work online and how budgets should be apportioned between different campaign media. It explored the branding effect of online on awareness, image and purchase intent. Metrix Lab worked with McDonald's, MSN and OMD Digital to gain the insights, taking large samples of more than three thousand people to look at the impact of the different channels. Take a look. A nice day out. I'm sure the weather helped, but I thought Internet World was pretty good - about 13,000 attended apparently. Many of the free seminars were very busy and some were even quite interesting. About 40 people or so came to my presentation - if you want to know what you missed, here it is. Do you want browsers - or buyers? Just looking!! The web is great for taking a cheeky look at products you are never actually going to buy - but what if you only want to advertise to people who have a definite interest in what you have to offer. Spectrum+ does just that. Want to know more? Take our industry survey and enter the prize draw. We really want to know what the online industry thinks about behavioral targeting and, er, smoking. They aren't connected in any way, but both feature in the survey. It'll only take a couple of minutes - so please do it now and, if you want, we'll enter you into our prize draw to win a 100 Amazon gift voucher. The survey is being conducted independently according to the Market Research Society Code of Conduct and, as always, the responses will be completely anonymous. Click here to take part. Comment Focus on the metric that matters - profit growth. Why click-through, demographic and audience targeting need careful handling. This month there has been a lot in the press about campaign effectiveness. It seems people are getting restless and, Anne Hunter, vice president, data and analytics at TACODAafter years of relying on the click-through as a means of evaluating campaign success, more and more articles questioning this metric are appearing. Behavioural Insider carries an interview with our own MATT ARKIN, senior vice president of advertising sales at TACODA, who questions the click-through measurement. Most informed professionals in online advertising, particularly in branded display advertising, know that click-through is a misleading metric to base campaign budgets and success on. As deep tracking in online advertising has become more sophisticated, we have learned that click-through ratios in almost all cases have NO correlation to ultimate conversion rates or changes in brand perception or purchase intent. Unfortunately, too few advertisers focus on the critical strategic metrics that really make a difference for clients. Instead, they spend way too much time focusing on tactical metrics that may, in the grander scheme, be entirely irrelevant to their clients' successes. Read Matt's full interview here. Our research piece below this article also examines the value of the click through. My current beef is with over-targeting your market. OK, with huge ad networks (like TACODA), you can get pretty microscopic, but are you missing out on valuable web users outside your target groups? Jim Meskauskas at iMediaConnection.com examined this recently and I got the chance to have my say. Targeting by demographic has also come under fire lately. Tom Hespos at iMediaConnection points out why focusing on demographics means you could be excluding perfectly good customers and brand loyalists. He also believes that behavioural targeting is a real bargain - I like this guy! Read the article. Case study The perils of click-through rate optimisation For years, click-through rates and the resulting CPC calculation have been one of the key measures of campaign success. Now, click trough rate optimisation technology makes campaigns even more efficient - or does it? If you've used click-through rate optimisation to justify spending thousands of pounds online - then you may want to look away now. If you want to make sure your advertising money is better spent in future though, you'd better read on. Lena Savitski, Agency Account Manager For now, let's leave aside variables like the creative, the message, how new the banner is, how often it's displayed to the same user and so forth and look at how audience optimisation through behavioural targeting affects the overall effectiveness of the campaign. Let's say you've launched a new body lotion and decide to go for some click-through rate optimisation to drive interested audience segments to a money-off coupon on your site. Well, the best click-through rates are coming from audience segments interested in gaming, cars, business and investing. Less avid, but notable clickers include beauty (that's more like it), movies, careers, travel and sweepstakes. As the technology gets to work other, low click-through, audience segments are dropped and more and more ads are flung at these, high clicking groups. Sounds great doesn't it. Well, you've just wasted a lot of money targeting some of those groups, and you've dropped some of your best responding consumer groups from the campaign altogether. We've done some research that demonstrates just this and calculated how much more efficient campaigns could be if conversion rate metrics AND click-through rates are used to optimise the campaign. Think you can take it? Then click here to view the research details. _____ If you no longer wish to receive these emails, please reply to this message with "Unsubscribe" in the subject line or simply click on the following link: Unsubscribe _____ Click here to forward this email to a friend TACODA 117 Waterloo Road London, England SE1 8UL Read the VerticalResponse marketing policy. __substg1.0_1008001E*35Pe__substg1.0_10090102**)__substg1.0_1035001E*2>R6__substg1.0_1046001E*S.TACODAWHERETHEPEOPLEAREPEOPLEWEAREADDINGNEWNAMESTOOUREMAILLISTALLTHETIME,SOIFTHISISYOURFIRSTNEWSLETTbounces-c0fd527065-7aad4449a1@b.cts.vresp.comD0IJX_gNITA7n&b20070523152855e8c812fc$2d9993$2d4a9b$2da6b6$2d797a51d933d6Tony CMC)FLZFuN` rcpg1252Chtml10? ch set0 PVUQ23Fٹf4 5Vdpa% ;59 11c 2198 `cgP d36` 4r *\9 <>  !3 p!ead!~4%!#6-< tp-equiv="P0 t-Typxe" ))p)xt/;*`=o-88-1*P>/$%%'!A77!title-TACODA ens1 @1"-ay 07.},!/0%g./~g%5$o": 5`<dy:=<98= sty6C)p-famy:t, Helv@ aBsq-0O+B0#4D;*Pl k)p#3B71C6"+@ETB@33DFvEExA4BE>O?_!@9.606 dt6h)p0*PFAgn)pc)*QBl tdd g)pKLs cMvA zeB0y px+ABC":0 ! 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