How to select websites for ad campaigns?
Media consumption

How to select websites for ad campaigns?

In order to plan online campaign impressions optimally, one should know which websites are visited by the individuals making up the target group. By employing the right indicators, the advertising message can be effectively conveyed to consumers of the desired socio-demographic characteristics. What is the proper indicator, then?

Most feminine and masculine website?

For instance, among the polish websites concerning culture and entertainment, one well suited to women’s expectations is Fashionstyle.pl. Over 80 per cent of internet users who enter the website are women (gemiusAudience, October 2014). The affinity index for female users on that website is 159. This means that Fashionstyle.pl enjoys visit of over one-and-a-half times more women that they account for in overall online population. In turn, in the same website category, Ubi.com has the largest proportion of male users – 87 per cent (gemiusAudience, October 2014). With the affinity index at 175, the website attracts almost twice the share of men than are present in the whole internet users population.

How to read the affinity index?

The affinity index is actually expressed in percentages. However, for greater clarity and reader-friendliness, it is written without the “%” character. When calculating the affinity index, the values taken into account are expressed in percentages (target group reach in percentage is divided by the reference group reach in percentage), and then the result is multiplied by 100. For example, if the target group reach is 20 per cent, and in the reference group it accounts for 10 per cent, the affinity index in this case at hand will be 200.