Comments on: The curse of the foreign eyeballs

By: It’s not just eyeballs, darling, it’s how much the eyeballs like it :: StopPress :: Breaking news from New Zealand Marketing magazine

Mon, 19 Apr 2010 22:34:07 +0000

[...] In 2009, he says it became possible for publishers to report a new page impression if half or more of the viewing screen was updated, without necessarily delivering a new advertising impression. As these in-page interactions became more popular, publishers have been able to report higher page impression numbers, without delivering any additional value to advertisers or users (StopPress has already waded into the at-times confusing realm of online advertising and particularly whether foreign eyeballs were a curse or a blessing). [...]

By: MG

MG — Thu, 08 Apr 2010 21:27:25 +0000

Jenene – surely people don't spread rumours in this business ;-) Of course we offer NZ eyeball targeting. Plus we over-deliver by over 5% on all CPM spots. We also offer UK, US and Aussie targeting. $2,50 cpm. Roll up!

By: Jenene

Jenene — Tue, 09 Mar 2010 22:44:20 +0000

Considering the size of your traffic, 4% is probably quite substantial.

Do you offer targeting for NZ only eyeballs? Word on the street is "no" – but that could be rumour only….

By: Natalia

Natalia — Wed, 03 Mar 2010 19:54:15 +0000

Great debate everyone.

Here at Trade Me we’re currently delivering 96%* of all our impressions to NZ ISP’s.

The key out take of this is know what you’re buying and utilise the analytic tools available to make good media buying decisions.

*Nielsen NetRatings/ Market Intelligence/Ranking report 1/01/10-31/01/10

By: David Chalklen

David Chalklen — Fri, 26 Feb 2010 03:46:38 +0000

One more for the turntable…

I regularly browse using a telecom T -Stick and about 3 months ago would only see international AMTRAK and Commonwealth bank ads on http://www.stuff.co.nz … So I dropped a line to Stuff marketing and asked why they were showing intl ads to a domestic audience…?

Turns out that T-Sticks can have difficulty identifying IP addresses accuratley and so anyone browsing through Telecom ( not sure about Vodafone) could be mstaken for overseas visitor.

Another spanner in the works.

BTW – We operate snow.co.nz and champion that 30% of our audience is Australian and beyond. Great for targeting them with the likes of Air NZ, Ski holidays, accomm providers etc etc. Depends on what your product is and who your audience is. Nielsen does a great job of distinguishing and allowing us to Geo-target effectively.

A NZ campaign will then only be delivered to NZ eyeballs because most of the 30% intl traffic is sold out months in advance.

By: Misleading article...

Misleading article... — Thu, 25 Feb 2010 21:35:52 +0000

Don't know why the paragraphs got all mixed up in that one…. haha

By: Misleading article...

Misleading article... — Thu, 25 Feb 2010 21:33:36 +0000

Seriously, % domestic or total means sfa… No publisher quotes their traffic like that.

They either say we have X domestic audience and Y total audience. In other words, X million users from NZ use our site, with another Y number coming from overseas.

TVNZ has half their audience from overseas because like BBC and CNN, international people go to their site to see NZ content. People actually want to go there.

Small perspectives make a big difference aye?

Not my total audience is Y but X% is domestic.

Try to keep things in perspective too. For example, there's little reason for international visitors to go to YahooXtra because all it is, is an extension of Xtra's email service and default homepage/portal. So why would anyone even want to visit the site outside of being redirected by their emails?

Furthermore, if you typed MSN.com or Yahoo.com in any country your domain automatically localises to the country domain… like Google.

By: James Madelin

James Madelin — Thu, 25 Feb 2010 20:06:59 +0000

ok, time for my tuppence…. 1- i wholeheartedly agree with a "no anonymous comments" policy and 2- a point i don't see being mentioned: why is anyone these days running any NZ business that has nothing to gain from (eg. profit from) overseas visitors? it's where all the money is. i struggle to think of a single business mentioned above that shouldn't be structured better to profit from overseas visitors and their overseas economies. it *is* a flat world… it seems to me that next-to-no one in NZ is thinking that way.

By: Ivan Fuyala

Ivan Fuyala — Thu, 25 Feb 2010 00:38:35 +0000

As mentioned by other in this thread, our Nielsen Market Intelligence service will allow people to identify which country viewers are accessing publisher pages from. Currently about 25 agencies have access this service in NZ plus all participating publishers. The data is there to used and both Total and Domestic metrics have their benefits depending on the advertiser. If you are an advertiser that is concerned, simply use a Campaign Analysis 3rd party ad tracking tool which allows you to see how many views and clicks the ad has had from any geo location.

By: Laura Maxwell-Hansen

Laura Maxwell-Hansen — Wed, 24 Feb 2010 04:24:08 +0000

At Yahoo!Xtra we have currently 86% of our audience with NZIP. We are upfront about our audience mix and advertisers regularly request NZIP. Whilst I agree that IP targeting does have some error margins, our most recent survey of 6,000 UBs on our adserver returned 100% accuracy. Here's a sample of sites showing % of Domestic traffic, from Neilsen Media Intelligence fyi:
yahooxtra.co.nz 86%,
msn.co.nz 81%,
trademe.co.nz 74%,
stuff.co.nz 50%,
nzherald.co.nz 61%,
tvnz.co.nz 52%

Market: New Zealand – Total Traffic > By Brand (Website data)
Period: Monthly, 01/01/10 – 31/01/10

Report generated on Friday, 19 February 2010 16:33 Pacific/Auckland