MSN and The Power of Segmentation
Posted on 01.06.2006
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If you were to design the very best advertising network (one where you
could select the users as opposed to the other way around) you very
well may select the new MSN Ad Center. What will make their network
(its currently private) attractive to search advertisers is the power
it provides to segment campaigns by demographics, geographics and, yes,
time of day as well. That means if you're interested in selling a WAHM
(work at home) opportunity to stay at home parents aged 18-35 in the
city of Portland - you can do it. Sell hearing aids to senior citizens
in Palm Beach - you can do it. While Google does allow geographic
targeting, they do not provide the degree of segmentation that is
coming shortly from the MSN Ad Center. Yahoo and Google are certainly
capable thanks to the immense number of users using their services
(which means more user data), but whether they can catch MSN, who
certainly has a leg up at this point, is anyone's guess.
Pete Prestipino - WSM Managing Editor
MSN | MSN Ad Center | MSN Advertising | Website Services Magazine
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