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From: "Graeme Colman" <gcolman@nbr.co.nz>
To: ror@aardvark.co.nz
Subject: NBR accountability
Date: Fri, 14 Feb 1997 15:55:38 +1300

Thanks for this 'right to comment'.

Before we launched the NBR Business Centre Online we were determined to achieve - even set - a new standard of advertising accountability.

So we made sure our advertisers knew the difference between 'hit' rates and other measures of site use. We always refer to hits in our bulletins and reports to advertisers as image/ file downloads.

And we contract with every advertiser to provide a free monthly Advertising Impact Report, covering not only overall hit and access information for the site, but individual reports for each advertisement on Actual Pages (advertisements) Sent, and the unique points of origin, organisation type, country, day, hour of day of each Centre user receiving a page with an advertisement on it. We also provide 'click through' rates on every advertisement. Each of our advertisers is also welcome to have our logs audited via McNair.

The performance, therefore, becomes completely transparent. It's the magnificent - or the most frightening - feature of the new directed-marketing medium we have as publishers and service providers on the Net.

It's also a godsend for advertisers - who can react quickly if pages-sent or click-throughs are are up or down on previous periods, or the site average.

So, of course, we take a giant step away from the old cost-per-thousand 'estimated audience' measures applying to broadcast and general print media.

That means Net advertising space providers can also insist on a step away from the old cost-per-thousand, cost-per-impression model which, if some dared tell the truth publicly, will slowly and surely drive most of them broke in the current market.

The advertising agencies' marketing manager clients are more truthfully interested in acquiring new customers, holding onto them - and selling each one more. The cost of acquiring a customer is more important, along with their annual and life time values.

So I was surprised this week, along with some of our advertisers, to receive a 'newsletter' from Xtra comparing the NBR site with the Xtra one.

It's like comparing the New Zealand Herald with The National Business Review. One does, and should, have a massively higher print run, or 'hit rate'. But the NBR, for example, concentrates religiously on its niche business market - and delivering more decision makers.

With 26,000 or more customers visiting the Xtra site each time they log on the hit rates should be massive.We hope so, because we admire all the ISPs efforts to grow the online market. In fact, we've spent quite a lot of money to help the process along.

At NBR we love millions of hits (2.35 million as at Nov 8-Feb 17), but we don't want school children and others outside our target decision maker markets. Fortunately, most of our accesses are from commercial organisations and the first results of an online registration survey, covering nearly 1600 respondents, shows 38% of this group earning $60,000 plus per year. 89% are managers, about 90% are male and they're accessing from both home and work (which our access by time-of-day logs also show).

We're pleased to apparently be sitting right on the niche, to have advertising exceeding annual budget requirements before launch, sales continuing apace, and to be making steady progress on content sales (28% to target with nearly 25% of the year gone) - and heading into a major second phase of content launches: These will start Friday 21 February with a new Instant News section - featuring every New Zealand story filed by Radio New Zealand. They'll update on the Centre every 30 minutes, every day, year-round. And we'll be allowing access to all stories without charge.

A new Sports Section will launch February 28, and there are plans for other new major content services for March.

We hope, of course, that they are a 'hit'.

Thanks again for the opportunity to comment in a forum outside the Centre.

Graeme Colman
Manager
NBR Business Centre Online


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