Each canton its banner
Internet P-Webservices enables companies to place targeted regional ads on national platforms.
Internet P-Webservices enables companies to place targeted regional advertising on national platforms.anyone who advertises white socks in Blick makes a mockery of Zurich readers. Those who advertise on Blick.ch will no longer: thanks to the new geo-targeting of the marketer Publicitas-Webservices, the banner will only be seen in Aargau. Geo-targeting enables advertisers to target specific regions on national online platforms. The user's location is identified using the IP address of their computer and they receive a suitable advertising subject. On the one hand, this makes P-Webservices' high-reach direction platforms interesting for regionally active companies. On the other hand, various regionally adapted subjects can also be placed within a campaign. For example, national corporations can advertise the respective offers of their local branches in a targeted manner.
Theoretically, there are no limits when it comes to defining target areas. However, if the area is too small, both the number of surfers that can be reached and the accuracy of the search are reduced. According to P-Webservices, the accuracy within a radius of 30 kilometers around a target point is around 90 percent; at 20 kilometers it drops to 80 percent. "Cantons, zip code groups, economic areas and large cities are best suited for geo-targeting," explains Managing Director Ueli Weber.
Weber cannot give specific figures for the remaining wastage. "We haven't broken this down in detail yet," he says, but in any case, media spending could be used in a more targeted way. However, the prices have not yet been finalized. "It will of course be more expensive than a run of site", says Weber, as you also pay more for keyword targeting on search engines. The original idea of a fixed CPM surcharge of 10 francs is apparently off the table; negotiations are now being held with each individual director site.
Been there before
P-Webservices works together with the US company Quova to localize website visitors. According to Quova, its GeoProfile database contains around 99 percent of all IP addresses worldwide at any given time, including information on the location of the corresponding computer. As Switzerland and its server network are very structured, the Swiss data is among the most reliable in Europe, emphasizes P-Webservices.
In principle, IP-based geo-targeting is nothing new. The marketer Active Agent, which has since merged with Adlink, launched such a service at the beginning of 2003, also with Quova and the German ad management service provider Falk AG as partners. Only since the middle of this year has Quova also been working with Real Media in Europe, whose ad server software Open AdStream is also used by P-Webservices.
"That's right, geo-targeting has been around for a long time," admits Ueli Weber. "But this is the first time it has been available to the quality standard that Quova now offers." Previously, the hit rate was less accurate. This summer, Quova also achieved this precision through a
The audit by management consultants PricewaterhouseCoopers confirms this.
If the target areas are too small, the hit rate drops.
Theoretically, there are no limits when it comes to defining target areas. However, if the area is too small, both the number of surfers that can be reached and the accuracy of the search are reduced. According to P-Webservices, the accuracy within a radius of 30 kilometers around a target point is around 90 percent; at 20 kilometers it drops to 80 percent. "Cantons, zip code groups, economic areas and large cities are best suited for geo-targeting," explains Managing Director Ueli Weber.
Weber cannot give specific figures for the remaining wastage. "We haven't broken this down in detail yet," he says, but in any case, media spending could be used in a more targeted way. However, the prices have not yet been finalized. "It will of course be more expensive than a run of site", says Weber, as you also pay more for keyword targeting on search engines. The original idea of a fixed CPM surcharge of 10 francs is apparently off the table; negotiations are now being held with each individual director site.
Been there before
P-Webservices works together with the US company Quova to localize website visitors. According to Quova, its GeoProfile database contains around 99 percent of all IP addresses worldwide at any given time, including information on the location of the corresponding computer. As Switzerland and its server network are very structured, the Swiss data is among the most reliable in Europe, emphasizes P-Webservices.
In principle, IP-based geo-targeting is nothing new. The marketer Active Agent, which has since merged with Adlink, launched such a service at the beginning of 2003, also with Quova and the German ad management service provider Falk AG as partners. Only since the middle of this year has Quova also been working with Real Media in Europe, whose ad server software Open AdStream is also used by P-Webservices.
"That's right, geo-targeting has been around for a long time," admits Ueli Weber. "But this is the first time it has been available to the quality standard that Quova now offers." Previously, the hit rate was less accurate. This summer, Quova also achieved this precision through a
The audit by management consultants PricewaterhouseCoopers confirms this.
If the target areas are too small, the hit rate drops.
Stefano Monachesi
