A DeskSite media buy offers a number of advantages over websites and television – here’s a closer look at one of them.

For illustration purposes, let’s assume you want to reach one million teenage males with a 15-second video commercial (M/13-19).  Now, let’s compare a targeted media buy between the web, television, and the desktop.  The three properties we’ll examine head-to-head are Yahoo Music, MTV, and the Eminem DeskSite.

Since ad delivery on the Eminem DeskSite is precisely programmable based upon age and gender parameters, you only need to buy 1 million views in order to net 1 million teenage males.  In contrast, you must buy ~4 million gross views on MTV or ~3 million gross views on Yahoo Music to net 1 million consumers within your desired demographic.

All three properties are highly targeted entertainment channels heavily frequented by younger audiences, but the DeskSite channel is the only one that can physically limit your ad exposure to a specific age range and/or gender.  Websites and TV can’t do this.

Measuring effectiveness is easy – no wasted ad views means more value for less money.