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Q: Selling online advertising ( Answered,   1 Comment )
Subject: Selling online advertising
Category: Business and Money > Advertising and Marketing
Asked by: intentguy-ga
List Price: $200.00
Posted: 03 May 2006 04:16 PDT
Expires: 02 Jun 2006 04:16 PDT
Question ID: 725012
Where and to whom can I sell my website's advertising inventory? Is it
an online agency? If so which agencies? What are the advertising rates
likely to be? How do I get started in the process? Our company does
not sell advertising, but has over 5 million page impressions per
month with a an increasing rate of up to 10 million pages next month.
The page impressions are due to an increase in media downloads we
Subject: Re: Selling online advertising
Answered By: leapinglizard-ga on 03 May 2006 16:38 PDT
Dear intentguy,

There are plenty of online advertising agencies, but these firms can't
help you sell advertising inventory. That's because ad agencies serve
media buyers -- the people who want to pay for ads on your site -- and not
the publishers, which is what you are. To sell ad space on your website,
you should turn to an online advertising network. Once you enter into
an agreement with the network and you configure your website to suit
their ad-serving software, typically by adding some HTML markup in the
desired location, they will provide you with a stream of advertising to
the targeted advertising space.

Before I go any further, I should mention that Google's AdSense is the
leading contextual advertising network. They have gone beyond the familiar
text advertisements to offer graphic display ads, so you can use AdSense
to accept colorful banner and skyscraper ads in your targeted space on a
pay-per-click basis. While AdSense users are not permitted to talk about
their numbers and I am in no position to give you any financial details,
I can tell you that AdSense is reputed to be among the most lucrative
CPC networks on the web.

AdSense is a thoroughly automated self-serve system, so you can open an
account and start selling your ad space without conducting negotiations
with anyone. You may have to wait a day or two for site approval,
which is usually granted as long as your website isn't engaged in any
scurrilous activities.

Google: AdSense

Another leading ad network is AdBrite, which can place non-contextual
text ads as well as graphical display ads on your site.

AdBrite: Text Ads

The following ad-network reviews offer further recommendations, and will
give you an idea of what kind of revenue you can expect.

    One of the older extant online ad networks and a survivor of
    the past several years' string of bankruptcies and fusions,
    Burst Media serves as a dependable, if not stellar, ad sale
    outsourcing option for small to medium-sized ?specialty
    content? web sites.

    Burst?s asserted emphasis is on higher-paying
    ?site-targeted? ad placements, and publishers who succeed in
    selling site-targeted ads through Burst generally speak highly of
    their success in that regard. Those who do not receive targeted ad
    placements may scrounge through a mid-sized multi-format mixed
    bag of remnant ads at low CPM and CPC rates. Unfortunately,
    many site publishers find that they receive nothing but these
    remnant ads year after year, leaving Burst a fairly low-paying
    alternative in the higher echelons of online ad networks.

    Burst offers 468x60 banners, 120x600 and 160x600 skyscrapers,
    little 125x125 button ads that no one ever seems to buy, 728x90
    leaderboards, as well as popups and popunders.


    CPM/CPC levels

    * Geo-targeted pop-unders up to around $4.00
    * Banners around $0.50 - $1.00 CPM or $0.10 - $0.75 CPC
    * Site-targeted rates presumably higher

Internet Ad Sales: Ad Network Showdown: Burst Media Review

BurstMedia: Publishers

    The sites represented by Tribal Fusion are individually segmented
    into category-specific ad spaces, then inserted into an extensive
    hierarchical categorization scheme with varying CPM rates. Overall
    CPM levels are consistently higher than many of the competing ad
    networks. Advertisers seem willing to pay this premium due to the
    overall high quality of site content and visitor traffic, as well
    as the low-risk testing and optimization options available. An
    advertiser can launch a test flight for as low as $25 ? far
    less than the $1,000 minimum buy required by Fastclick.


    Because Tribal Fusion?s network is both highly selective and
    relatively small sites may find achieving acceptance into the
    network a challenging task. Sites must present a wealth of solid
    content, a professional design, and a solid brand. Anything
    run-of-the-mill is unlikely to make it.

    Service is exceptional, both rapid and highly professional. Tribal
    Fusion is clearly not a fly-by-night network, and its account
    managers possess a solid business sense and a keen appreciation
    for the needs of their publishers.


    Tribal Fusion pays 55% of gross proceeds within 45 days after
    the end of the month (Net 45). Sites are required to provide at
    least 1,000 unique visitors per day for each ad space listed on
    the Tribal Fusion marketplace. We have not seen any complaints
    for late payment or non-payment of publishers.

    If your website is a leader in its niche, tightly targeted,
    and fulfills the traffic requirements, we highly recommend
    Tribal Fusion. We believe the network provides probably the best
    opportunity for maximization of inventory in the 468x60 ad space,
    and would suggest placing Tribal Fusion at the top of your banner
    default chain.


    CPM levels

    * RON, min. $1.00 (may be lower on large buys)
    * Category-targeted: $2.00 - $10
    * Site-targeted: publisher-defined
    * We?ve seen returns of over $2.50 pre-split

Internet Ad Sales: Ad Network Showdown: Tribal Fusion Review

Tribal Fusion: Publishers

    In any event, we find Fastclick to be the perfect ad network for
    both web publishers and online advertisers. The network features:
    standard and Leaderboard banners with fair CPM and CPC rates,
    300x250 and 180x150 rectangles, 120x600 and 160x600 skyscrapers,
    300x600 half page ads, capped high-CPM onFocus popunders and InVue
    ads; multiple defaults, fully user-configurable and including rich
    media; and a perfect record for accurate and on-time payment with
    probably the fastest turnaround time on the web (NET 25). The
    publisher interface is the best there is, offering complete and
    effortless control of campaigns, blocking, image or html defaults,
    and timely reporting. Share to publishers: a whopping 65%. Minimum
    volume: a very forgiving 3,000 impressions per site per month.


    Minimum traffic: 3,000 impressions per month.
    Update: Fastclick was purchased by Valueclick in 2005, and
    integration of the two networks, which should provide increased
    revenue opportunities for publishers and a broader potential 
    audience for advertisers, is ongoing.
Internet Ad Sales: Fastclick Review : Fastclick Online Advertising

As you can see, at least one site gives Fastclick their top
recommendation. Because Fastclick has merged with ValueClick, you'll
want to visite ValueClick to join this program.
ValueClick Media: Publishers

Here are some further advertising networks you may wish to consider.
MaxOnline: Publishers Publishers
RealCast Media: Publishers

Premium Network: Publisher Solutions
InterClick: Publishers
Mamma Mia: Publishers

Adtegrity: Publishers

I have enjoyed answering your question. If you have any concerns about
the completeness or accuracy of my research, please advise me through
a Clarification Request and allow me the opportunity to fully meet your
needs before you rate this answer.



Search strategy:
online media buyer

ad network

cpc cpm advertising publishers

ad sell publisher
Subject: Re: Selling online advertising
From: escott-ga on 26 Jun 2006 19:19 PDT
My suggestion.. Start with Google AdSense because they will do the
best job optimizing the ads that display on your website (in my
opinion) such that you will be able to find a good high-end estimate
of the click-thru rate that ads on your website can generate for
relevant, quality ads.

Then, you will have the data you will need to shop your site around to
other networks like adbrite, tribal, etc. Or, depending on how
targetted your network is, you may be able to sell ads directly to
advertisers if you are willing to invest a little in internal

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