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

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.

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