Re: ONLINE-ADS>> Low CPM's Mean Death

Jonathan Roy (roy_at_idle.com)
Sat, 10 Oct 1998 10:27:32 -0500 (CDT)

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At 09:53 PM 10/8/98 -0500, jgehman_at_creativelabs.com wrote:
>
>House banners are everywhere. Urban legends postulate that
>over 80% of all Web inventory is unsold. From a technical
>perspective, the Web inventory is indeed finite.
>Practically speaking, the Web has a yield management problem
>run amok. The Web is like an airline that doubles its seat
>inventory every three months. And guess what--there aren't
>enough frequent flyers.
>

I know that's probably true in general, although 80% sounds
too high, that's just what Yahoo claims. ;) Our own site is
fairly small, can only do about 300K impressions per month
of half width banners, and we were sold out the last couple
months. Have some excess this month, but that's only because
of having 1 half banner with some full banners sold, the 2nd
half banner spot is left for filler ads. I'm sure as we
continue to grow selling out will become less and less of a
problem. I'd rather have excess unsold inventory than have
to turn away business. Unsold inventory is also valuable in
its own way, but that's for another time. :)

-Jonathan

--
Jonathan Roy - roy_at_idle.com - Idle Communications, Inc.


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