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>
by
|
08/18/2000
In a bid to hit advertisers with detailed user demographics at an
advanced level, Space Asia has commissioned ACNielsen to launch a
proprietary profile survey entitled Insights into Websites.
According to Space Asia chief executive officer Colin McIntosh, Insights
into Websites was not pivotal to Space on pure audit terms as, based on
CPM, Space's network already delivered guaranteed audience numbers to
its advertisers.
"But in terms of proving the quality of our audience to our advertisers,
profiling individual sites alongside our entire network was the kind of
data we really needed."
Launching a banner campaign which will run on participant sites,
respondents are being drawn in by prizes such as Ericsson WAP phones,
which will be given away in a post-survey prize draw.
"This is fun to do and at the end of the day it's really simple - they
click on a banner ad which is a competition, and to enter the
competition they need to complete a short questionnaire online," said
ACNielsen business development director North Asia, Steve Garton.
While the first run includes 17 combined sites out of Space's 240-site
network, Mr McIntosh told CReATION that another 10 sites were "keen to
get involved", including regional players such as Free Online, ZDNet and
Lycos.
"We plan to survey different cross-sections of the network and we can
deliver individual site surveys or a run of our entire network if it's
more of a mass marketing advertising approach that advertisers want," he
said.
"If it's a business or a finance publisher, we'd basically take a
collection of sites that represent a particular channel of advertising,
and we can run advertising across only those sites or sections of sites
that have, say, financial information."
And finance buffs aren't the only targetable users in the survey, with
detailed information right down to who's using the 'Net at home, their
sex, occupation and how many air trips they're taking.
"We can do this all anonymously without knowing the names and addresses
of the users as privacy is the big issue here - and whether they're
purchasing computer software, books, flowers or even groceries, it's all
here," Mr McIntosh said.
