NONE: Re: ONLINE-ADS>> End of the level playing field?
Re: ONLINE-ADS>> End of the level playing field?
trotta (trotta_at_exenia.it)
Tue, 2 Jun 1998 14:17:31 +0200
Mark, if you care, I'll give you my opinion. I think that it is quite hard
for a < 500,000 page views/year web site to be noticed by the professional
media buyers or the larger networks - if you're competing on the
world-wide market.
There are too many "quality" web sites that offer highly targeted, well
reported impressions to advertisers. About 18 months ago I've deployed
a 30,000 impressions/month site - enrolled in an ad network - that has
now started to make a ridiculous amount of money (about US$ 30 per
month), basically because it is mostly involved in run-of-network
operations that pay about US$ 1 CPM.
Now, if I could have the same number of impression with the Italian
version of my site (as it happens, I'm Italian) things would be quite
different. Just to start with, 30,000 impressions/month are not so bad
for a web site that targets a small niche (Italian web surfers -
interested in the topic my web site addresses - who probably do not
speak English, as not everyone on the web does). For a second, I'll
probably get much more money even for run-of-network campaigns, as I've
not found in Italy CPM prices below US$ 6 even for the most untargeted,
worst quality (poor reporting, small banner size, etc.) campaigns. You
see, it's a "fresher" market, prices have not started to go down, yet.
If I could give you an advice, I'd tell you to focus on the German
version of your web site. Try to find a network that handles German web
sites, and, if you can't, then try to find companies that could be
interested in reaching German-speaking web users. Chances are that they
have not found the web site that best fits their needs yet.
How do you say in the U.S.? My two cents... :-)
Luca Trotta
trotta_at_exenia.it
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