Re: Banner pricing strategies

From: Peter Amen <peteramen_at_hotmail.com>
Date: Fri 02 May 2003 20:47:25 -0600

In response to Tom's question of pricing on the horizointal banners:

If you are updating your site anyway, why don't you update your top ad
placement to the current IAB standard of 728x90? This way you can charge
more for the larger ad size. Also, you don't have to worry about competing
advertisers, as you would in a scenario where there are two ad placements
side by side, in that top horizontal position. It seems that this way you
can make more money and not have the headache of two placements in
essentially the same place.

Also, have you though about puting the same ad size placement on the bottom
of the page, aswell as the top?

As far as the 3 vertical placements, I would either:

A. Sell essentially all 3 placements at 1 rate and distribute advertising to
all 3 spaces evenly or,

B. Test the Click rates and charge each placement according to the % of
clicks.

In all of this, remember that advertising is not an EXACT science, although
a science it is. Most of your success will come with trial and error.

Peter Amen
Principal
Performance Media Solutions LLC
ph - (707) 448-3327
fx - (707) 447-3241





Received on Fri May 02 2003 - 21:47:25 CDT