Re: ONLINE-ADS>> Streaming audio advertising pricing

treknews_at_juno.com
Sun, 23 Nov 1997 21:00:30 -0500

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>I'd like to get a dialogue started regarding the idea of how to value
>(and
>sell) 30 or 60 second audio ads that would be streamed as part of
>other
>audio content.
>
>Existing radio spots are sold based on cost per point (determined by
>Aribtron ratings0 while the Internet offers a model more condusive for
>cost
>per user (i.e. CPM).

When you consider doing audio-based web advertising, you need to remember
that, unlike with banner advertisements, you simply cannot track the
number of people who hear the ad. Because you're not loading that audio
track in for just those people who can hear it.

Think of it this way: not every web browser has a sound card in their
computer. And, of those that do, a fairly large number probably don't
have their speakers turned on.

I don't have any idea at all of what the percentages involved are, but I
think that charging an advertiser based on the total number of people who
visit the site would be less than completely honest.

Does anyone know of any statistics that would make setting a rate any
easier?

Jason Ellis

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