NONE: Re: ONLINE-ADS>> End of the level playing field?
Re: ONLINE-ADS>> End of the level playing field?
Heidi Kay (hkay_at_flycast.com)
Tue, 2 Jun 1998 12:35:50 -0700
On Mon, 01 Jun 1998, Mark J. C. Brownlow wrote
> ... only those with big sites, access to
> technology know-how, decent capital resources
> and/or dedicated ad sales teams can hope to
> get a slice of the Internet advertising pie.
Happily, this is untrue! In the U.S. there are several networks that
aggregate websites and provide them the kind of technology you've described
so that the sites do not have to "reinvent the wheel" and develop it
themselves. Most networks charge a commission between 15% and 45% of sales
for their services, which typically includes technology and a sales force.
I recommend that you explore some of the online resources for web
advertising, such as OLAF (http://www.olaf.net) and ClickZ
(http://www.clickz.com). At http://www.clickz.com/adnetworks/index.html and
http://www.olaf.net/tracking/tracking.html, you will find lists of companies
that provide the technology you're talking about.
> Is there still potential for small, let's say
> <500,000 page views per year, quality sites
> to make some 'pocket money' selling banner
> advertising on a simple 'your banner will appear
> X times on these pages, and it'll cost you Y
> dollars' basis?
> Are these companies going to take the time and
> trouble to make use of the particular characteristics
> of the small site?
Flycast, for example, requires member websites to provide at least 100,000
impressions per month. We have had a lot of success selling 60% or more of
this inventory on small and large sites alike. The way we do this is
combining inventory from smaller, high-quality sites with that of larger,
well-branded sites and selling it as a package. For example, we might
combine inventory from a smaller science-related site such as yours with a
larger finance or business site as a vehicle to reach affluent,
well-educated men.
> My site has a mirror in German - are there any
> companies specialising in delivering ads to
> German-language sites?
I lived in Germany two years ago and have been observing the web advertising
market in Europe since then. While I haven't heard about any German web
advertising networks, many U.S. companies, most notably DoubleClick, are
branching overseas. (Has anyone on the list worked with European ad
networks?) You might want to do an AltaVista German language search to see
what you can turn up. Good luck.
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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