Content Clusters Facilitate Intent Based Advertising: GLAM Network

28 11 2007

Demographics are dead, target topical content networks.

First of all I need to give kudos to Samir Arora, CEO of GLAM fashion network, for the pretty pic and Jeff Jarvis over at BuzzMachine for sharing it.

I’ve talked at length about the power of intent based advertising here and effective targeting of micro communities here.

If you take a look at the diagram above it is a perfect example of a community/intent based targeting model vs. demographic targeting. The iVillage model, which is based around targeting women in general, is far less interconnected than GLAM and is a closed network of iVillage owned and operated sites. On the other hand, GLAM targets topical clusters such as fashion, beauty, etc. and is a hybrid entity build upon a network of GLAM owned sites and partner sites.

The power here is that by targeting topical clusters you are advertising at the point of intent. When people are looking for fashion information they are far more susceptible to targeted fashion ads vs. feeding the same ads based on female demographic information to  highest reach property – the horoscopes component of iVillage.  In addition, GLAM also collects demographic information and behavioral information on how people traverse their network.  Thus, the sub-heading statement that “demographics are dead” might be a little too strong, however, in my opinion it is dead as a solo targeting mechanism and must be augmented by other forms of consumer information.

In addition, GLAM has the opportunity to build passionate topic-centric communities around their topic groups, which they can activate for influencer based campaigns as well as push to other topic areas.

For a broader look at the vertical network space check out this Ad Age article.

The Privacy Battle: AOL Casts The First Stone

31 10 2007

AOL seeks to demystify the targeting blackbox.

AOL announced today that it wants to educate consumers on the benefits of targeted advertising a day before the FTC convenes to discuss the subject of online privacy and online ad targeting.

Sorry guys, but targeted ads don’t provide me any utility. This conversation is linked to a previous post concerning intent based advertising. Google‘s contextual system does in fact provide a bit of a service as it provide ads that are relevant to information I am seeking. Just because I like watches doesn’t mean I want to be hawked watches when looking for a new car.

I’m interested to see how they plan to pitch us on the virtues of targeted ads.

On another note, a privacy advocate group is pushing a national do-not-track list.

Full article here via Ad Age.

Mobile Advertising: The Final Frontier of Intent Based Targeting

25 10 2007

Here’s an interesting article from our friends at Ad Age about the lackluster adoption of mobile ads.

The proposed solution? Make the ads more relevant. I agree, but don’t just parse their application data and send out ads for males, 18-34 years old, living in New York, that are single, and make 40k-70k per year. Mobile is game changing because it has the ability to influence at the time of purchase. When I’m in a bar send me a two for one coupon for Grey Goose. When I search for an Italian restaurant, spit me a paid link with reviews.

However, DO NOT SPAM ME, or I will resent you.

A person’s phone is very private. At this point it is an extension of our bodies. Invade this space with any type of advertising that isn’t immediately relevant and I’ll feel violated.

Mobile web browsing, at least today, revolves around seeking immediately relevant information such as directions and product reviews. These are the places relevant ads should be targeted.

Targeting ads solely around demographic information will be even less effective than doing the same through banners.

Here’s another article on the subject:
The Power of Google over Facebook: Advertising at the Point of Intent