Atlanta-based online marketing intelligence firm RelevantKnowledge Inc. said a
research study for Flycast Communications showed that the
Flycast Open Network provides a potential reach of 32% of the U.S. Web
audience.
The company said the network received visits from 17.9 million unique visitors
during the March 1998 reporting period .
“With RelevantKnowledge data, we have independent verification of Flycast’s
ability to deliver key demographic segments to advertisers,” said Flycast CEO
Miles Walsh. “The combination of 32% reach, click rates that are twice the
industry average and the ability to modify and analyze media buys in real time
means that Flycast clearly delivers the best net advertising results on the
Web.”
RelevantKnowledge reported the total number of unique visitors, a measure
developed and introduced to the industry by RelevantKnowledge, in addition to
the potential reach over a variety of demographic segments, including gender,
age, education, professional status, location of use, region and income level
of the Flycast Open Network.
“The Flycast study is significant because it provides advertisers with
quantifiable proof that placing banners over an aggregation of medium-sized
sites can merit the same success as buying on the ‘Top 25’ sites — with equal
or lower cost,” said RelevantKnowledge CEO Jeff Levy.
RelevantKnowledge offers research from a randomly selected unified panel of
home,
business and college Web users.
Flycast’s network has more than 350 sites in 11 unique categories, including
what it calls the fastest growing segments on the Web: women, teens and mature
adults.
