NONE: ONLINE-ADS>> True Value of Ad Space
ONLINE-ADS>> True Value of Ad Space
Lisa Feld (lisa_at_adbot.com)
Sat, 12 Jul 1997 15:06:39 -0500
> From: Randall Farmer <rfarmer_at_HiWAAY.net>
However, you don't get real
> value until you look away from major sites to the smaller sites -- the
> ones that either have to sell their ads cheap to get any or are not the >
>primary source of income for the site maintainer. Some sites sell by >
>click-through, with rates ranging from 2 cents per clickthrough (no joke!)
>> to a more common 10 or 15 cents. What's more, I've found some sites
>which > have CPMs way below $10.
>
> No, I won't give away where I find my deals for free :)
It is no secret that sites are accepting CPM's and click through prices
at these rates.
I am a broker with Adbot, the auction market for Internet Advertising.
For those you who are not familiar with how the Adbot system works, we
are contracted by publishers to auction their available inventory within
content networks. The advertisers bid on space at a price they are
willing to pay, thus creating a perfect market. Based on supply and
demand, we establish minimum executable prices at which the space can be
sold, publishers agree to these prices and are rest assured that the
sale won't execute below list price.
I have worked with numerous publisher sites with average monthly page
views of 20,000 impressions to 20 million impressions. And from this
experience, I can highlight a few central themes as to why sites do sell
at the lower CPM's.
1) revenue from banner advertising is not their only source of revenue
2) previous attempts to sell out result in a percentage of unsold
inventory (whether they are static, less traveled pages or dynamically
generated pages) and
3) Adbot's ability to reflect true value of the space is ingenious! :)
Randall, the true value is not only advertising on smaller sites to save
money. It is the ability to buy premium, highly targeted space and reach
users that do use all of their resources on the web, not just a few.
Lisa J. Feld, Internet Advertising Broker
adbot, Inc.: the auction market for internet advertising (tm)
Phone: 888.ADBOT.INC x709 888.232.6846 x709 Fax: 312.332.3171
Email: lisa_at_adbot.com, World Wide Web: http://www.adbot.com
Don't miss our July 31st auction including impression and click through
networks!
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