NONE: Re: ONLINE-ADS>> Ad Banner Campaign Jam
Re: ONLINE-ADS>> Ad Banner Campaign Jam
Heidi Kay (hkay_at_flycast.com)
Fri, 7 Aug 1998 10:46:17 -0500 (CDT)
This message is in response to Jennifer Ruffin's post of 8/5/98.
>From your questions, Jennifer, it sounds like you are more concerned with
maximizing your ROI than guaranteeing impression delivery on a fixed site or
set of sites. There are a number of alternatives to the premium inventory it
sounds like you've been buying so far.
Flycast, as an example, is an ad network that focuses on providing value to
ROI-oriented advertisers. Ad networks can do this by delivering broad reach
across hundreds of small- to medium-sized websites. Ad networks deliver the
same quality audience that is available on the premium sites, but do so at a
$5-$15 CPM, instead of the $30-$40 you've been paying. Typical click rates
across ad networks range between 1% and 5%, depending on the performance of
the banner and its relevance to the each viewer you reach. This translates
into an effective cost per click between $0.10 and $1.50.
A good web advertising campaign is a combination of both targeted buys on
highly-branded sites and efficient, broad reach buys on medium-sized sites.
At the same time that you create a brand presence on relevant branded sites,
you should consider extending your reach to sites beyond your traditional
audience. By analyzing data from both types of sites and optimizing your
buys accordingly, you will more effectively plan and place your web
advertising to maximize reach and reduce customer acquisition costs.
----------------------------------
Heidi Kay
Product Manager
Flycast Communications Corporation
181 Fremont Street, Suite 120
San Francisco, CA 94105
http://www.flycast.com
tel: 415-913-1568
fax: 415-977-1009
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