Re: finding an ad rep firm

From: Shalabh Pandey <shalabh_pandey_at_greyindia.com>
Date: Tue 17 May 2005 09:37:23 -0500

Hi Jacky,

With that kind of traffic, I'm sure the site is extremely monetizable.
Though the longevity and traffic of site will be largely determined by
the life cycle of the TV show in reference. But I'm also sure, once the
traffic starts to plateau or decline, you can diversify into becoming a
lifestyle vortal.

As for ad sales reps/agencies, I am sure you will get a few responses
from this post itself, with competent agencies willing to work with you.
You decide on a commission structure with the agency/agencies and get
going. Going through agencies is a great and inexpensive way to expand
your reach. And it is not a "small website" thing to do. Portals like
MSN have been doing this to great success in a lot of countries.

But for starters, you must allocate a certain part of your inventory to
the advertising networks, most of which are strong in the US. You can
get rates varying from $3 CPM to $10 CPM- and you can be sure that you
get some consistent (though not too large) revenue month on month. One
step over and above your Ad sense image ads. [which were running non
paid public service ads when I last visited them :) ].
Having said that, of course you can continue running ad sense ads
because with your kind of traffic and content, you must be getting a
decent CPC & gross amount.

Also, networks are anytime better than most affiliate programmes,
because you get paid for ad views and not lead/sales.

Some of the well known networks are:
fastclick.com, advertising.com, valueclick.com or Burst Media.com;
though with more homework you can probably find a few more with good
reporting and good penetration in the marketplace.

Ideal Mix: 1 or 2 ad agencies with direct sales force operating on
commission basis + Ad network affiliation + Ad sense (you can add in one
or two CPC affiliates- not too great, but no harm trying)

--
Warm Regards
Shalabh
shalabhpandey(at)gmail.com
Shalabh Pandey
Group Head- Grey Synchronized (Online and Direct Marketing)





Received on Tue May 17 2005 - 09:37:23 CDT