Re: Good examples of rate sheets

From: Roxanne Flanagan <2Roxy_at_autumnweb.com>
Date: Tue 16 Jan 2001 15:21:34 -0500

TAMRA HEATHERSHAW-HART
> ... rate structure and requirements for banner
> advertising on the www.napmsv.com web site. They're
> doing a simple random banner display, priced using a
> monthly or quarterly fee for having your banner added
> to the stewpot. ... they're the typical full banner
> size and will appear at the bottom of each page. ...
> pricing via CPMs or click-through/CPA costs, but
> haven't found many good examples of rate sheets for
> sites like this one.

And I don't think you'll find any. Because the way
NAPM-SV wants to sell banner ad space isn't standard.
Not that being different is bad, BUT (and it's a big
'BUT') being at the bottom of the page is not desirable
by any advertiser I've ever heard of ... NOR is
"being in the stewpot" when paying a fixed amount,
unless you can guarantee a certain number of "ad
views" per week or month and a limited "stewpot"
number/group. But, if you can find people to pay for
what you described ... more power to you :-)

If they want to look into sponsorship -- a fixed,
permanent display of an advertisement for the sponsor
on each web page, then that is an option.

I wouldn't guess they'll find too many purchasers of
the model they plan for ... unless the ads will end up
dirt cheap. And whether or not they are dirt cheap
will depend on how many advertisers are in that
'stewpot', how many visitors get shown THE particular
ad banner being purchased ... and apparently there is
no plan to determine that. There are ways, yes, but
apparently it is much more than NAPM-SV is willing to
plan for?

> This isn't a high-traffic site, but NAPM members are
> an extremely targeted group of people (the purchasing
> managers at companies like Sun Microsystems, Palm,
> and other Silicon Valley companies).

Do you have statistics proving that? Do you have
detailed demographics? Advertisers will want that,
along with #'s of total visitors and total unique
visitors to the site.

> I would love to have a few examples of "how other
> sites do it" to point my NAPM contact person to.

Then point them to the rate cards and the plans that
you will find on the 'net. And keep in mind, that the
posted rate card is rarely the actual price paid by an
advertiser ... especially these days. It may be any %
of that rate card for most sites, depending on the
field. If you look at this page
http://adres.internet.com/adrates/article/0,1401,,00.ht
ml you'll see that some topics/fields can/will get
higher prices from advertisers. Keep in mind that
Q3/Q4 2000 took a BIG nose dive in advertising $$ and
rates.

What can be charged for advertising depends on
1) who would want to advertise on the site
2) what they are paying for advertising elsewhere
3) and if they will advertise on the NAPM-SV site under
   the terms NAPM-SV wants to sell advertising.

> Since in this case there aren't any long tables
> showing the various CPMs for all the different
> configurations of banner buys, ... thinking "there must
> be something missing!"

In my opinion, yes, because you (and they) are. Odds
are, they'll end up having to change the plan to be
more "standard" and you will have "those long
tables...", etc on the site, or, they will find
permanent sponsors who's advertisements stay (not
rotated) on each web page.

> Also, does anyone who's submitted banner ads to a web
> site have preferences/comments about having an online
> form with a "browse" button so folks can sign up to
> advertise and send their GIF at the same time?

... I would say, don't hold your breath waiting for
that to happen. It doesn't work that way. Odds are, if
you do manage to find a company that will advertise
with NAPM-SV's current plan, the advertiser will use a
3rd party ad server to be able to track the number of
impressions and click throughs that they get from
their ad banner. They'll never allow your server to
deliver the banner, especially if there is no program
in place that will tell each advertiser what their
banner ad statistics are.

Roxanne Flanagan
Not just putting your business on the Web
Promoting your business on the Web!
Autumn Web ~ http://autumnweb.com/





Received on Tue Jan 16 2001 - 14:21:34 CST