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Reaching consumers with desktop advertising

February 4, 2004 at 9:48 by Martina Comments

The strenght of online advertising is in the ability to deliver target messages to consumers. Presenting a consumer with an advertising message right on his desktop is the new dream of online marketers, as Scott Greenberg explains on iMediaConnection. Desktop Advertising Networks are joining the online marketing mix. Web site advertising typically delivers either a large, but untargeted audience, or a targeted but small audience, while the DAN can deliver both precision targeting and mass reach.
DAN can be very powerful if understood and used properly, but at the moment marketer are rather skeptic and confused. Privacy is the main issue that raises concerns but relevance, timing and frequency of such an intrusive form of advertising play a role as well.

One Response to Reaching consumers with desktop advertising

  1. jonathan says:

    Privacy is a big issue, and even if it wasn’t, targetting surely is. How do you know who’s -actually- sitting in front of a family computer? How do you know what their real interests are? I personally always skip all of the check-boxes for my “interests” whenever signing up for any service, whether or not I’m interested, and I certainly don’t provide my real income data when asked.

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