NEW MEDIA: Mirror times its web site traffic

The Mirror Group is testing internet research technology which allows advertisers to target consumers according to the time of day.

The Mirror Group is testing internet research technology which

allows advertisers to target consumers according to the time of day.



The software, called NetOutcome Researcher and first revealed in

Marketing (May 28), allows online advertising to operate in the same way

as TV or radio for the first time, enabling clients to identify peak

viewing/usage times. It could mean different ads appearing on screens at

different times of the day.



Mirror Group, the first client to use the software, will be able to

provide advertisers with similar data to that provided by RAJAR and

BARB, which gives a detailed profile of the audience and the best time

to reach them.



The software, created by Redeye, is being used with a questionnaire on

the Mirror Group’s Daily Record site to gain demographic information on

visitors. Mirror Group is halfway through the test but results so far,

based on a sample of 500 questionnaires, reveal a heavy male bias, with

23,800 men visiting the site over a two-week period as opposed to 3000

women.



The results indicate that if clients advertise in the morning, they are

four times more likely to hit someone from the UK than if they advertise

in the evening.



Mirror Group intends to use the software on all its sites next year.



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