| Within portals, different sections have different
build rates and reach. For example: On the Yahoo! Site, the Yahoo!
Mail has a greater reach that the Yahoo! Health section. Service sections
on websites will definitely have a greater reach than the real estate
section. Kannan said that an advertiser should focus on the light
users rather than the heavy users of Internet since a minority of
users account for almost ¾ of the total page views. Also on
a single site, the reach builds much more quickly among heavy users
than for light and medium users. Heavy users can be defined as those
who spend more than 19 days in a month on the Internet. On the other
hand, medium users are those who spend between 11 - 19 days in a month
on the Internet and light users spend 11 or less days in a month on
the Internet. Kannan said, "Together, medium and light users
account for 61.2 per cent of web population but only with only 27
per cent of page views. While most heavy users are online by day three,
it takes a full month to reach the light users and hence light users
visit portal home pages but the odds of reaching them will be less."
Hence, for advertisers it is important to know which placements
are more likely to reach Internet elusive medium or light users.
On the other hand, a publisher's site's ability to attract light
and medium web users can be a USP. Also notable is the fact that
light users can actually be heavy users on specific personality
relevant sites.
Moving on to audience dynamics for scheduling of ads, Kannan said
that it was noted that the Yahoo! Movies' site had large consumption
patterns on Friday, Saturday and Sunday, so if one wanted to target
the movie goers, then advertising should be accordingly based.
Last but not the least, Kannan emphatically said that the Internet,
as a medium allows us to measure performance (ROI) effectively.
Hence the advantage of Internet advertising was that it allows one
to connect and interact with their target audience and also transact
with them. And this medium was a sure shot way of optimally measure
ROI.
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