Calculation aid for Internet advertisers
Internet Marketing: With a new planning tool for the Internet, MMXI is filling a gap in the market—but even for large media agencies, the cost isn't worth it.
Internet marketing MMXI fills a gap in the market with a new planning tool for the Internet - but its price is not worth it, even for large media agencies. Planning campaigns on the Internet used to be like a lottery - advertisers had to consult self-developed systems if they wanted to know which sites were most suitable for placing their advertising messages. They also had to decide for themselves which research results they should use to assess a site. The reason for this shortcoming is that there was a lack of reliable data on the efficiency of advertising on the Internet and no useful planning tool - a situation that hardly encouraged the use of the Internet as an advertising platform.
MMXI Switzerland and Nielsen Netratings have now taken a step in the right direction. The two cooperating companies presented a new approach in Zurich. The online planning tool developed by Nielsen Netratings under the name WebRF (Web Reach and Frequency) promises "unprecedented transparency" for the Internet.
For example, the tool allows campaigns to be planned for freely definable target markets - with a specified budget. After entering these parameters, the tool spits out the pages and sites that have the highest share within the searched target group.
Wide-ranging analysesAmong other things, WebRF provides target group analyses according to user demographics, but selections according to affinities are also available. Also possible: analyses within a selection of pre-selected domain, site or page lists.
The key to the new tool
lies in combining the data collected by MMXI and Nielsen Netratings on Internet user behavior with a new software solution. This makes it possible to carry out various analyses based on reach and contact frequency.
If you want to implement this tool, you have to dig deep into your pockets. As Stefan Raum, Senior Director Sales & Marketing at Nielsen Netratings, explained, WebRF costs users between 13,000 and 22,000 euros per year - depending on whether an agency purchases the entire service package or only parts of it. Far too much, according to the media agency representatives present at the presentation.
Urs Rueb, Director of Media Edge|CIA, told Werbewoche that the tool would not pay off - measured against the comparatively low booking volumes for the Internet. "Only the big web agencies can afford it," he emphasized. The media agency he manages - the largest in Switzerland - would certainly not purchase the tool. Nevertheless, he was satisfied with the approach and said: "The thrust is right." After all, added Urs Wolfensberger, Managing Director of MMXI Switzerland, there are also ways to be part of WebRF with smaller amounts.
Today, North America still accounts for the largest share of global Internet users - but Europe will be ahead in 2005.
MMXI Switzerland and Nielsen Netratings have now taken a step in the right direction. The two cooperating companies presented a new approach in Zurich. The online planning tool developed by Nielsen Netratings under the name WebRF (Web Reach and Frequency) promises "unprecedented transparency" for the Internet.
For example, the tool allows campaigns to be planned for freely definable target markets - with a specified budget. After entering these parameters, the tool spits out the pages and sites that have the highest share within the searched target group.
Wide-ranging analysesAmong other things, WebRF provides target group analyses according to user demographics, but selections according to affinities are also available. Also possible: analyses within a selection of pre-selected domain, site or page lists.
The key to the new tool
lies in combining the data collected by MMXI and Nielsen Netratings on Internet user behavior with a new software solution. This makes it possible to carry out various analyses based on reach and contact frequency.
If you want to implement this tool, you have to dig deep into your pockets. As Stefan Raum, Senior Director Sales & Marketing at Nielsen Netratings, explained, WebRF costs users between 13,000 and 22,000 euros per year - depending on whether an agency purchases the entire service package or only parts of it. Far too much, according to the media agency representatives present at the presentation.
Urs Rueb, Director of Media Edge|CIA, told Werbewoche that the tool would not pay off - measured against the comparatively low booking volumes for the Internet. "Only the big web agencies can afford it," he emphasized. The media agency he manages - the largest in Switzerland - would certainly not purchase the tool. Nevertheless, he was satisfied with the approach and said: "The thrust is right." After all, added Urs Wolfensberger, Managing Director of MMXI Switzerland, there are also ways to be part of WebRF with smaller amounts.
Today, North America still accounts for the largest share of global Internet users - but Europe will be ahead in 2005.
Daniel Schifferle
