Ad Banner Pricing

allmedia_at_cris.com
Fri, 23 Aug 1996 17:45:06 -0400 (EDT)

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Being in the media planning/buying segment of the ad industry, I'm
thoroughly enjoying the discussions about ad pricing. Lots of food for
thought; it'll be most interesting to see where the marketplace goes.

>From a theoretical point of view, it's possible to make a strong case for
either the click-thru or the impressions method of pricing. However many
proponents of the impressions method are using comparisons with other media
types to support their arguments - but it seems only up to a point.

What seems to be overlooked is the creative message value of ad banners
versus other media units in conjunction with the current going CPMs for the
other media. In that context, about 60 cents per thousand rather than $10,
$20, etc., is what I too could rationalize to a client.

I'd love to hear more about the economic problems faced by the media and
their reps and how this is playing into current pricing.

S. Alles (allmedia_at_cris.com)
http://www.cris.com/~Allmedia/index.html

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