BPI: to better understand which sites have the most valuable audiences
NetScore is the only service that has developed a BPI, which enables web sites and their advertiser clients to understand the value of an audience based on actual online purchasing of that audience. The BPI can be used by web sites to develop more relevant advertising rates and by advertisers to better understand which sites have the most valuable audiences.A May ranking of selected web sites from key categories, such as “News & Information,” “Portals” and “Travel,” uncovered the following results:
News & Information – Represented among the top BPI sites in this category were wsj.com (353), washingtonpost.com (272) and cbsnews.com (268). However, the “Detroit News” web site, detnews.com (367) took the top position in the category with the heaviest spending audience.
Portals – While media planners typically look first at mega-portals such as yahoo.com (125) and aol.com (140) for media buys, many other portals have very attractive audiences. May rankings showed altavista.com (160) with the highest BPI among large portals, followed by excite.com (142) and juno.com (142) as the portal sites with the greatest potential to attract online buyers.
Travel – Attracting visitors who are very heavy Internet spenders, travel sites lead all categories. During May, travel sites actually outpaced shopping sites. Twelve of the top 20 sites in the overall May BPI rankings were travel sites. Hertz.com (874) wasthehighest ranked site in the report. Additional travel sites that ranked very high included: basshotels.com (686), hilton.com (649), and budget.com (635).
posted by Jen @ 5:02 PM
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