Re: Flycast: Zero-Based Media Planning, Site Neutral Optimization

From: John Jenkins <jjenkins_at_flycast.com>
Date: Wed 10 Nov 1999 19:29:47 -0800

On October 25, Greg Kudasz <greg_at_pebbs.com> asked a few
questions about how sites can expect to make money on
the Flycast Network. I'd like to respond to his
individual questions explain a little more about the
Flycast system:

Flycast's is focused on delivering our advertisers the
best possible Reach, Response, and Results they can get
for their advertising dollars. We employ a system of
optimization called Zero-Based Media Planning, whereby
we typically start an advertising campaigns as a Run of
Network and find those sites and categories of sites on
the network that perform best for that advertiser. As
a result, the sites that are most valuable to our
network are those that deliver viewers who click.

Because our system is geared towards the success of the
advertiser, we have been very successful in selling a
large percent of the over 1.5 billion impressions/month
on the Flycast Network, and that in turn is good news
for our websites! In fact, in over 2 years of
operation, we have not known of any sites that left the
Flycast Network because they were disappointed by the
revenues Flycast earned for them.

As an example, here's how the math would work for a
Flycast site that is delivering 1 million impressions
per month to Flycast:

Site delivers: 1,000,000 impressions
Flycast sells: 700,000 impressions
Flycast Network Rate Card: $6 CPM
Total Flycast revenues from this site: $4200.00
Flycast commission: 40%
Total revenues to site: $2520

So for 1,000,000 of impressions that may go unsold
otherwise, Flycast will write a check for about $2520.
Contrast that with a higher-CPM network that sells 10%
of revenues at $25 (which is a rare thing, if you can
find it!):

Site delivers: 1,000,000 impressions
High-CPM Network sells: 100,000
High-CPM Network Rate Card: $25 CPM
Total High-CPM Network revenues from this site: $2500
High-CPM Network commission: 40%
Total revenues to site: $1500.

So the bottom-line difference between the two networks
is the difference between $2520 and $1500. And Flycast
has no exclusives! We always encourage our sites to use
the combination of channels that delivers them the
highest overall CPM -- whether that's Flycast, an
internal sales force, or another non-exclusive network.

Please don't hesitate to contact the Flycast site team
at flyguide_at_flycast.com if you have specific questions
about how Flycast can work for you.

John Jenkins

__________________________
John Jenkins
Site Acquisitions Specialist
Flycast Communications
181 Fremont St., Suite 120
San Francisco, CA 94105
Ph: 415.913.1150
Fax: 415.977.1009
jjenkins_at_flycast.com


This past summer, Flycast Network connected more than
1500 websites with over 270 advertisers to monetize
their available ad banner inventory. Join the Flycast
Network and see how delivering reach, response and
results to advertisers can mean new revenue streams for
you.





Received on Wed Nov 10 1999 - 21:29:47 CST