Flycast Network Said to Have a Potential Reach of 32%

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.