Ever wondered what the price of Danish women were? Well, I can tell you. A Danish woman age 21-50 years is exactly 1,329 DKK – or EUR 0,171.
At least according to the largest Danish newspaper group, JP/Politiken. As a brand new thing, they’ve moved from selling advertisement on their sites on a CPM basis to what the call IRP – Internet Rating Point at the jyllandsposten.dk, politiken.dk, ekstrabladet.dk and what have they of sites. That is: Beforehand advertisers paid JP/Politiken for the number of times their ads were exposed to users. Now they pay for the percentage of a given target group, the ads are exposed to.
An advertiser might for example say: I want my ads to be exposed to 10 percent of all women aged 21-50 in Denmark. And JP/Politiken says: “yes sir, that’ll cost you, let’s see, here it is, a fixed price of 82.220 DDK (EUR 10832) – don’t you worry how many times we’ll have to display the ad, we’ll see that the 10 percent of the target group is reached.
JP/Politiken is able to do this based on what appears to be very solidly founded demographics: four times a year they’ll ask 40.000 of their users who they are – and register what parts of the JP/Politiken sites their visiting. So JP/Politiken statistically know exactly who the visitors of each section on their websites are.
On the internet, you have all the possibilities of the world to know who your visitors are, and serve them ads in a super-targetted fashion. The principles of IRP-pricing is like a cool way to take advantage of this!