Price of Banner Advertisements

andywozhere

I'm trying to get some idea of what to charge for banner ads on a site and to be honest it's all a bit confusing. Here are some sample CPM rates for a roughly 468 × 60 banner:


Ireland.com|10 Euros
The Independent Goup|about 10 Euros
Dublin.ie|75 to 250 Euros
Buy and Sell|18 Euros

With so many different rates how do I know what to charge? Some people seem to think rates should be 5 Euros or less. The site I'm hoping to get sell some banners on is www.dublinbynumbers.com

shantor

hey
the website looks nice, but I think there is stiff competition out there, it looks like you found advertisers as you had a nice guinness banner ad

have you considered joining a network of sites and selling shared advertising packages?

If I was you I would take anywhere from 5 euro up until your established with a steady user base

I know in the mobile space rate cards are about 25e CPM negotiable down to half that, basically they will take what they can get until they have the demand

andywozhere

Hi Shantor,

Thanks for the response. The idea of joining a network sounds quite appealing. Do you know of any networks out there already?

Vim Fuego

This could be useful - http://www.idworks.ie/advertise-with-us/rates#calc

zAbbo

All those sites listed very rarely charge those amounts, indeed you'd be crazy to pay the publicly displayed price.

There's always loads of haggle room, unless you've gone through an agency, who will get the inventory at half that price anyway, but may not pass on the savings...

Kurttt

I think you might be missing the goose that lays the golden egg here. Banners are usually bought by two types of people:

1. Suckers who don't know how to qualitatively measure conversions or who spend others money and don't need to quantify it.

2. People who know that paying for the ads will bring them a good return, then reap 99% of the benifit.

The latter realise that the model is scalable and rather than going to each individual site and setting up arrangements they start affiliate programs, which means you can display their banner with little or no hassle, then if you do make them conversions they will give you a much higher return on the conversion because you took the risk and effort involved away from them.

There's a guy who started being an affilate and latter decided to pay other site for banners even tho he's not associated with the business. Did they care, no, cause they wouldnt have gone to those sites themselves. Risk = reward. Now this can be dangerous if your paying for advertising but if you own your own site...

If your website is really doing good traffic why don't you invest in yourself and reap the rewards rather than skimming a few euro from loosers and take a smaller fraction of the potential from winners?

So my suggestion, although controversial, why not go (maybe even only partially) toward affilate programs and get in on some of the real money?

andywozhere

Thanks for the posts folks,

I've haven't had much joy with affiliates so far and have started to put up Google image ads, which seem to have a higher click rate too. I quite like the idea of advertisers bidding for banner space and will look into adbrite , but I'm not sure if enough Irish advertisers use it.

mneylon

Rates for some of the bigger sites are mentioned here:
http://www.irishwebmasterforum.com/online-marketing-discussion/6057-banner-rates.html

caminowebmaster

Anyone any stats on banner ads? Everthing I have seen for the last year show a loss on all banner ads - would love to hear different.

paulocon

andy,

how did you get on with this? would be interested to know how you are sourcing advertisers.. I have some sites myself with decent levels of traffic for which I am looking into advertising options.

andywozhere

paulocon wrote: »

andy,

how did you get on with this? would be interested to know how you are sourcing advertisers.. I have some sites myself with decent levels of traffic for which I am looking into advertising options.

Hey Paul,

Can't say I've got on too well to be honest. I've been mainly relying on Google ads. I've given up chasing advertisers and I'm waiting to see if numbers to pick up on the site before I try again. I'm hoping if I have good traffic advertisers might come to me.

Macca206

andywozhere wrote: »

I'm trying to get some idea of what to charge for banner ads on a site and to be honest it's all a bit confusing. Here are some sample CPM rates for a roughly 468 × 60 banner:


Ireland.com|10 Euros
The Independent Goup|about 10 Euros
Dublin.ie|75 to 250 Euros
Buy and Sell|18 Euros

With so many different rates how do I know what to charge? Some people seem to think rates should be 5 Euros or less. The site I'm hoping to get sell some banners on is www.dublinbynumbers.com

Sorry but what are cpm rates?

andywozhere

cpm rates are the cost of banner ads etc per thousand page impressions.

d-arke

Have you looked into finding a digital sales house that has relevant inventory for you to advertise on. The rates mentioned in the original post will be higher because you want to be associate with that particular site. However, if you prefer to have you're advertisement displayed on relevant sites that are appropriate to your target audience you could pay less.

andywozhere

d-arke wrote: »

Have you looked into finding a digital sales house that has relevant inventory for you to advertise on. The rates mentioned in the original post will be higher because you want to be associate with that particular site. However, if you prefer to have you're advertisement displayed on relevant sites that are appropriate to your target audience you could pay less.

Hi d-arke,

I'm looking to get people advertise on my site not vice-versa. Maybe I should look into joining a "digital sales house"... what are they (can you provide an example I can look up)?

I did manage to get one advertiser approach me and after a bit of negotiating we decided on 100 Euros for 10,000 page impressions, which I think is reasonable for both parties.

d-arke

andywozhere wrote: »

Hi d-arke,

I'm looking to get people advertise on my site not vice-versa. Maybe I should look into joining a "digital sales house"... what are they (can you provide an example I can look up)?

I did manage to get one advertiser approach me and after a bit of negotiating we decided on 100 Euros for 10,000 page impressions, which I think is reasonable for both parties.

Hi, a digital sales house is an specialist in online advertising. They work with both the publisher (i.e. you and your website) and they work with the media agency (or client directly).

The basic idea behind it is, you have advertising space to sell, then the digital sales house sells that space to the advertiser. The sales house then makes a commission on any post impression or post click activities of the viewer.

How many impression do you expect to achieve?

I don't know of any Irish sales houses but you could certainly find some in the UK.

EDIT: This site might be useful to explain, http://en.wikipedia.org/wiki/Advertising_network. If you want, I can put you in touch with a UK sales house/advertising network. Email me for more info.

andywozhere

d-arke wrote: »

How many impression do you expect to achieve?.

Hard to tell really, I get a bit over 1000 a day now, I'd hope to triple that in the short-term and who knows from there in.

d-arke

andywozhere wrote: »

Hard to tell really, I get a bit over 1000 a day now, I'd hope to triple that in the short-term and who knows from there in.

Hmm... not sure if the number of potential impressions would be large enough. No harm in trying though.

Have a look at the following companies, they are all digital sales houses/networks.
Unanimis (http://www.unanimis.co.uk/php/pub_overview.php)
Ad.com
DrivePM