Defining Rich Media banners for the purposes of Pricing

From: Mark Tarbatt <mark.tarbatt_at_eircom.net>
Date: Wed 17 Jan 2001 21:44:18 -0500

Hi,

I wonder could I have a little bit of assistance from
your list with regard to arriving at a satisfactory
definition of what exactly constitutes a Rich Media
banner?

I'd like to derive a definition of rich media
advertising so that I can try and price it properly. We
run a small ad network and typically charge £30 cpm for
GIFs and Flash and double this for anything else.

Anything else for me typically includes proprietary
technology adverts such as Superstitials, Video
Banners, Engage Banners or TangoZebra banners.
Currently words I use to describe rich media include:

A banner advert that is streamed, is greater than 12k
and includes audio, but is not a .gif or .swf file.

Is a banner that is less than 12k but includes HTML and
java scripting a rich media banner? I would maintain
that it is not because there is no streaming or audio
involved.

Pricing of rich media is important to me because there
is more work involved in serving the campaign and the
response rates are much greater therefore the publisher
should be paid more. How much more is the
issue...should there be any pricing differential at
all?

We have great discussions here about what is "rich
media" and what is not...what do you guys think?

mark tarbatt
ireland
mark.tarbatt_at_tinet.ie





Received on Wed Jan 17 2001 - 20:44:18 CST