Advertising Rates Research

Sabre0001

I have decided to start a little groundwork on the Business Plan for a website (like everyone else eh?!). I hope to contact some companies who are in the same industry to enquire about advertising rates. But how do I also get a hold on the demographics and user base that they have?

Obviously they are not going to be very specific, and will probably overstate, but what is the best way to phrase that I would like to get an estimate on the reach of my advertising campaign? Using this research, I can reflect on my own site so that I can give rates if advertisers approach me / are approached and can estimate the traffic that I need to hit.

Thank you!

themoneyguy

Check out adworld.ie or medialive.ie
They have directories for each medium and some have their cost prices listed.

Hope this helps...good luck

zAbbo

Rewrite that?

Are you selling advertising for a new website?
or
Wanting to start an advertising campaign for a new website?

Sabre0001

zAbbo wrote: »

Rewrite that?

Are you selling advertising for a new website?
or
Wanting to start an advertising campaign for a new website?

Sorry, came across a little unclearly. It would be selling advertising...but need to get an idea of what is the going rate on competing websites. And it would be nice to get an idea of what kind of traffic each is getting.

zAbbo

You can quickly do that using Google AdPlanner - http://www.google.com/adplanner/

Create a plan, and plug in the relevant websites, if there's no data - then the sites are doing very little traffic.

Unless your website is generating huge traffic or is highly relevant for a Niche - buying advertising is unattractive and not something any Online Media Buyer with cop on would touch (just look at bendunne.com)

I get a lot of "...hey we're a new website which would be perfect for you to advertise on...no..we don't have any traffic stats...."

Google AdSense historically for me has produced a CPM of €0.40, which isn't going to make anyone rich unless you're driving huge traffic.

This is where I would argue the poor investment in purchasing online advertising directly, especially for a new website with no standing.

Sabre0001

Thanks zAbbo. Google AdPlanner has certainly given an idea of the traffic numbers required. Something to work towards. eSports is definately a niché area; unfortunately one that has slightly lost some of the sponsor appeal with the recession...but there is still the chance of a renewed boom if someone cracks the mainstream.

I am contacting "competitor" and established websites now to see what they charge. Here is the first mail that I have sent (would appreciate feedback). Most sites do not have a media card for rates and despite the AdPlanner insight, I would like to see if I can get anything "from the horses mouth" - more research the better afterall.

---

Good Evening,

I am currently conducting provisional research with regards to advertising for eSports.ie. I would like to enquire what rates and advertising options are available on GotFrag.com?

I would also like to ask if you have any information with regards to the demographics and reach of GotFrag.com in order to determine a return on investment?

Thank you very much for your time.
Kind Regards,
Mark O'Beirne
(www.eSports.ie)

zAbbo

Ahh, I normally browse without sigs & avatars, so I'd no idea what the website was.

Well you're looking at something fairly niche which would have specific advertising.

Many of the larger sites probably don't sell advertising directly, and many of the larger brands don't buy directly - so you're going to have to contact their Online rep/agency if they have one.

The last time I checked (and this was 2 years back) I found it difficult to open up the door & manage any relationship with Games Publishers here in Ireland (either non existent or managed from UK) - although I know Ubisoft do have someone covering PR from here.

You may also find that some of the sites are advertising on barter agreements, receiving freebies in return.

I wouldn't worry to much on the wording, I'd fire off an email looking for Advertising ops/rate card/info and if there's a human at the end of those emails - you'll get the info. Although I think that the larger sites would be part of a network and would probably sell space on that level.

Hope some of that helps.

Oh, and digital advertising has take a real nose dive here in Ireland. Zero budgets

winnow

Interesting

RoadKillTs

Didn't know about that adplanner before. Prity cool.
Is you site down Sabre0001?

Sabre0001

RoadKillTs wrote: »

Didn't know about that adplanner before. Prity cool.
Is you site down Sabre0001?

It was - server problems....Was down for a week (nearly cracked up!). But back again \o/

The AdPlanner is quite interesting. Sites need to be of a certain size of course so will still have to go for the e-mail approach for some. Didn't get a mail back from my test mail (though only sent the one and the site was down at the time so no surprise). Need to set aside some time for some e-mail bombardment!