NONE: Re: ONLINE-ADS>> Would like to purchase from Fellow...
Re: ONLINE-ADS>> Would like to purchase from Fellow...
Dave Wamsley (dave_at_adauction.com)
Thu, 29 Jan 1998 15:22:32 -0800
Jim Meskauskas <Jim_at_hawkmedia.com> wrote:
>I'm curious to know which online ad vehicles you are
>thinking of >that would accept a $500 ad buy. No site that
>will give you real >exposure is going to be that cheap. Most
>solid online ad vehicles have >minimum $3000 dollar buys. It
>just doesn't make sense for a site to >write such small
>business. I've bought online media for everyone from
>>Amazon.com to Bank of America, and even with the promise of
>possible >regular monthly buys, I've never gotten a web site
>worth it's weight in >inventory to take a buy for less that
>around $900. > > Anyone out there with other experiences
>please let me know. As >a planner/buyer, I'm always looking
>for a good deal!
I think Jim makes a good point. Typically, advertisers need
to commit to spending at least several thousand dollars on a
media buy to gain any real exposure from a campaign. With
CPM's ranging from an average of $20 to $60 dollars, a $500
to $1000 budget doesn't go very far. Furthermore, if the
target audience is relatively homogeneous, rates obviously
increase dramatically. Interestingly enough, many media
buyers are happy to pay CPM's in the $40 to $60 range. "Not
that there's anything wrong with that." -Jerry Seinfeld -
However, there are several options that I'm aware of whereby
advertisers can augment their traditional rate-card buys
with opportunistic buying practices, which can dramatically
increase the overall success of a campaign. This can be
accomplished without sacrificing the quality of content or
audience.
These programs vary widely and include among others:
A: Programs offered by several of the big networks that
offer run-of-network buys, which I understand can run as low
as $3 to $5 CPM's. The trade off course is that there's not
much specificity to audience. While the tonnage can be an
attractive proposition, if the advertiser is interested in
college students, online investors, business travelers,
etc., the program can be a crap shoot. However at those
prices, it may still be an effective strategy.
B: The Auction Channel: Online auctions like Adauction.com
can offer quality, branded inventory at sub-rate card prices
by selling the ad space very late in the month, for flights
that run the following month.
Advertisers can purchase inventory from a single site, or a
bundle of sites across a very specific category such as
Finance and Investing, College, Multicultural sites, etc.
Most CPM's range from $5 to $15.
In conclusion, a buyer could still make an $800.00 purchase,
run as many as 100,000 to 125,000 impressions, and reach a
very targeted audience across quality, branded sites.
--
David B. Wamsley
President, & CEO
Adauction.com, Inc.
Direct: (415) 575-0861 Fax: (415) 575-0870
http://www.adauction.com
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