Banner advertising guidelines

From: Teresa Laynes <teresa.laynes_at_multiactive.com>
Date: Wed 27 Oct 1999 09:52:09 -0700

KATRINA BELL WROTE:
> Now my own question...I'm new to banner advertising...Can
> someone give me guidelines on where to start (in terms of #
> of impressions per month) when purchasing banner ads? I'm
> purchasing for a variety of small to med-size companies and
> understand the pricing but do not know how much I should be
> spending.

Hello List!

I think you are going to have trouble coming up with an
exact figure, since the answer depends on so many variables.
What is the objective of your campaign(s)? Although my
objectives change all of the time, I spend only a small
portion of my budget on banners, usually no more than 25% on
any given campaign. the size of a buy you do will also
depend on your budget. Most sites you buy banner advertising
from have a minimum buy of 100,000 impressions (sometimes
more), meaning a minimum buy in of between $2500.00-$10,000.
The objectives set for me right now are performance
based-bring traffic to our site, and get trial downloads of
our software. Generally speaking, banners are not
necessarily the best choice since my objective is not the
direct sale (I can better justify a high CPS). Using a
banner campaign would make my cost per lead way to high.
Instead, I have chosen to use e-mail as my tool de jour.
However, if my objective was to bring mass awareness of our
product(s), I would definitely include banners as part of my
campaign. In the beginning, I would advise you to do minimum
buys, and measure and evaluate from there. If all goes well,
re-visit the buy and decide if you want to throw more toward
it or walk away.

Hope this helps~!
Teresa Laynes
Web Marketing Specialist
Tel: (604) 601-8068 Fax: (604) 601-8077
mailto: teresa.laynes_at_multiactive.com
Multiactive Software Inc. http://www.multiactive.com
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Helping our customers grow with innovative
e-commerce and customer management software.
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Received on Wed Oct 27 1999 - 11:52:09 CDT