CREATION: Space Asia commissions ACNielsen for survey 'Insights into Websites'

<p>In a bid to hit advertisers with detailed user demographics at an </p><p>advanced level, Space Asia has commissioned ACNielsen to launch a </p><p>proprietary profile survey entitled Insights into Websites. </p><p><BR><BR> </p><p>According to Space Asia chief executive officer Colin McIntosh, Insights </p><p>into Websites was not pivotal to Space on pure audit terms as, based on </p><p>CPM, Space's network already delivered guaranteed audience numbers to </p><p>its advertisers. </p><p><BR><BR> </p><p>"But in terms of proving the quality of our audience to our advertisers, </p><p>profiling individual sites alongside our entire network was the kind of </p><p>data we really needed." </p><p><BR><BR> </p><p>Launching a banner campaign which will run on participant sites, </p><p>respondents are being drawn in by prizes such as Ericsson WAP phones, </p><p>which will be given away in a post-survey prize draw. </p><p><BR><BR> </p><p>"This is fun to do and at the end of the day it's really simple - they </p><p>click on a banner ad which is a competition, and to enter the </p><p>competition they need to complete a short questionnaire online," said </p><p>ACNielsen business development director North Asia, Steve Garton. </p><p><BR><BR> </p><p>While the first run includes 17 combined sites out of Space's 240-site </p><p>network, Mr McIntosh told CReATION that another 10 sites were "keen to </p><p>get involved", including regional players such as Free Online, ZDNet and </p><p>Lycos. </p><p><BR><BR> </p><p>"We plan to survey different cross-sections of the network and we can </p><p>deliver individual site surveys or a run of our entire network if it's </p><p>more of a mass marketing advertising approach that advertisers want," he </p><p>said. </p><p><BR><BR> </p><p>"If it's a business or a finance publisher, we'd basically take a </p><p>collection of sites that represent a particular channel of advertising, </p><p>and we can run advertising across only those sites or sections of sites </p><p>that have, say, financial information." </p><p><BR><BR> </p><p>And finance buffs aren't the only targetable users in the survey, with </p><p>detailed information right down to who's using the 'Net at home, their </p><p>sex, occupation and how many air trips they're taking. </p><p><BR><BR> </p><p>"We can do this all anonymously without knowing the names and addresses </p><p>of the users as privacy is the big issue here - and whether they're </p><p>purchasing computer software, books, flowers or even groceries, it's all </p><p>here," Mr McIntosh said. </p><p><BR><BR> </p>