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Media Guru

Guru Search Results: 35 matches were found

Tuesday, December 12, 2000 #4035
I am starting a DVD venture, and one of my revenue models is selling ad space on the DVD. The DVD will present lifestyle entertainment content in a magazine-style format. it will be aimed at a gen x audience 25-35. The DVD will have DVD-ROM features for computer DVD players & will have web links. Ad spots will be in the form of video commercials appearing immediately prior to the films/videos, web links and disk space for down-loadable software (such as demos/shareware). Is it reasonable to expect that web companies (or other companies) would pay for ad space on the DVD? Have you heard of any web sites buying ad spots on an entertainment DVD? Thanks! Marcus Bastida marcusbastida@earthlink.net

The Media Guru Answers(Wednesday, December 13, 2000 ):
The Guru has not heard of this specifically, but there was a spate of (unsuccessful) CD-ROM magazines a while ago. The only the difference the Guru sees for your idea is that the required hardware has a smaller installed base.

Essentially you are offering a potentially high-impact medium to a very small audience with potentially powerful environment for certain relevant products. The closest analog the Guru can point to is DVD content web sites selling ads, like DiVerse DVD.


Thursday, September 28, 2000 #3846
What is the traditional (inhouse) process of posting a banner ad and what are the pros and cons?

The Media Guru Answers(Friday, September 29, 2000 ):
Just put an <img src > tag on the page if it's your own banner on your own site. Nothing can be simpler. If you are selling lost of outside banners, there may be a reason to use posting scripts. But this is a production issue, not media.


Wednesday, August 23, 2000 #3735
I have a question regarding banner advertising servers. Do all banner ad servers allow the use of buyer side banner monitoring, like AdForce, or are there certain compality issues, ie. Doubleclick.net seller side ad server only works with this other buyer side banner advertisment monitoring software. Also.. is it pretty much the industry standard that all sellers ALLOW the use of these advertising buyer side softwares to monitor the banner flights.

The Media Guru Answers(Sunday, August 27, 2000 ):
Most commercial sites accept banners from adservers. Adservers monitor their own serving activity. The Guru is not clear on what you mean by "buyer-side" software. If the software can do its task without the cooperation of the site displaying the banner, then permission is irrelevant. The Guru doubts that most commercial sites would actively cooperate in allowing buyers sotware access to thier servers.


Friday, August 04, 2000 #3674
How do ad servers like double click work - and which are the top 10 ad servers by continent and market

The Media Guru Answers(Sunday, August 06, 2000 ):
Without getting very technical, the site showing the advertising has a link with an image source referencing the url of the banner at the server site. The reference may actually be to programming scripts which then pick the appropriate banner to serve based on various specifications.

According to MediaPost's July 2000 issue of Media magazine, the top 10 ad sellers, ranked by monthly impressions sold, are

  • DoubleClick
  • 24/7
  • Engage Media
  • Real Media
  • L90
  • WinStar Interactive
  • Advertising.com
  • ClearBlueMedia
  • AdFlight and
  • Cybereps
.

Because of the nature of the internet, the geographic location of the server or ad served is hardly relevant or discernable.


Saturday, July 01, 2000 #3588
Dear Guru, I currently run a site with 1,000+ members, and it is growing 30-50 members a day. I need to find advertisers that will buy banner space in our "VoiceBox". A "VoiceBox" is given to every member, and they can talk live to friends and family via their "VoiceBox". The banner in the "VoiceBox" rotates every 30 seconds. My question is how can I find advertisers that would be interested in this unique way of serving banners? Is there an agency that may be able to help me find advertisers? Please check out my site and give me advice on how to find advertisers. The very lowest I can sell this space for is $7 CPM. Thank you very much, Shawn Randazzo

The Media Guru Answers(Monday, July 03, 2000 ):
Unless you can find a way to qualify your members as highly desirable in some way, you don't seem to have an advertisng medium here.

Let's imagine your growth continues nicely and a year from now there are 10,000 members. How many are conceivable going to be in a chat at one time? 100? If so, one banner ad showing is worth 70 cents. Over the course of a month, which is the typical advertisng period, can you deliver 10,000 impressions for a banner? If so you will earn $70. No sales rep would bother with this.


Saturday, May 06, 2000 #3448
I work in a two-person media dept. and my primary media planned & purchased thus far has been traditional(ie, tv, radio, print,etc.) A client has now requested an online banner program targeting commercial real estate landlords in NY, Chic. & LA. I don't know where to begin. Your advice is greatly appreciated.

The Media Guru Answers(Saturday, May 06, 2000 ):
Your starting point, without any reference books is to try to imagine what kind of websites would interest your target, and try to find them using search engines like Yahoo, etc.

These might be websites of commercial buildeing and maintenance services like construction, painting or carting.

It isn't in the nature of the web to be limited to specific geography, but sites can sell banners targeted geographically.


Tuesday, March 28, 2000 #3350
I am asking a follow-up to the performing arts corporate sponsor question and the value of their logo on our website. Thank you by the way for your prompt response - it has been very helpful. Could you also give me an idea as to the value of a link to the corporate sponsor's webpage?

The Media Guru Answers(Tuesday, March 28, 2000 ):
If by this you mean you will make the sponsor's logo on your website "clickable" to link to the sponsoe site, that is the same pricing as mentioned previously for impressions; the typical web ad impression is mad by a clickable banner which links to the advertiser's site.

Some deals are made on a cost- per-click basis. On this basis, clicks are selling for a ridiculously low 25 cents. It is not a good deal for a site. When a site sells impression for a $40 cost per thousand, it needs to get $8 per click as an equivalent.


Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue


Friday, March 24, 2000 #3337
I am trying to evaluate media value of our website. We get about 4000 hits daily and anticipate greater number of hits as we advertise and develop the site further. What would be the estimated media $ value for banner advertising? Thanks,

The Media Guru Answers(Friday, March 24, 2000 ):
Let's assume when you say "hits" you mean page loads or page impressions, since "hits" literally means server log entries. A single web page can include 10, 20, 30 or more files of text, pictures, decorative graphics and banner ads, which cause server log entries, when a visitor requests the page. The ad banner impressions you can sell relate to page impresions; but as you will have seen, there can be multiple ads on one page.

As media value, the range of selling prices for ad impressions is anywhere from under $2 to $200 or more. The difference depends on the rarity and desirability of the web site's audience. Let's assume the average, for specialized web sites, is about $50 per thousand impressions.

So if you have 4,000 page impressions daily, or 120,000 per month, when you put an ad banner on every one of those pages, you might charge the advertiser $6000.


Monday, March 06, 2000 #3285
I am considering becoming an internet consultant for an established media-buying agency who currently does no Internet/banner advertising work, but wants to start. I have many years experience in Internet, web site production, and marketing, but I know little about media buying. Where would be a good place to start? I will be attending Thuner Lizard Web Advertising 2000 conference in Ny in April.

The Media Guru Answers(Monday, March 06, 2000 ):
The Guru is quite opinionated on this concept. His opinions include:

  • It is far easier for a media professional who knows buying to learn about the internet than for an internet / web site production person to learn about media buying

    Conferences like the one mentioned are likley to offer an experienced person a few new insights, but not likely to confer job skills.

  • There are far too many people currently selling web media who toss around web jargon but have no idea of the meaning of key media concepts, like reach, frequency, duplication, efficiency

Your best hope is that the company you are joining, if they are hiring internet specialists from outside the media buying world, is putting on some sort of training / mentoring program, where you can learn by doing.


Monday, January 03, 2000 #3088
Master Guru: I have a wireless telecommunications engineering firm that I am planning to take public the 2nd or 3rd quarter of this year. What kind of advertising would be most effective for me on the web and would banner ads help here at all? I have patented products and expect to carve out a small percentage of this Multi-billion dollar industry. At this time though, money is a considertion and we wish to get the most bang for our buck. Richie V.P. Operations-VosiTechnologies

The Media Guru Answers(Wednesday, January 05, 2000 ):
Not enough information for a reasonable answer. The key quetions should be:
  • Who is your marketing target?
    -It sounds as if you will be an industrial, Business-to-Business advertiser
  • Is your target using the web on an identifiable set of sites which could offer you well targeted advertising vehicles?
  • Do you have a link to which the banners will click through that delivers a valuable selling message?
    -This last one is easy to achieve and worthwhile, if you get the right answers to the first two.


Wednesday, December 15, 1999 #3055
Dear Guru, There is a general perception in the mature online market like u.s.a that the effectiveness of a banner is coming down with sites reporting less percentage of CTR nowadays. what is guru's view in this. Does guru see any alternative form of web advertising(other than banners) emerging?. if so, can you inform me the examples practised by sites in this connection?.

The Media Guru Answers(Sunday, December 19, 1999 ):
Yes, click-thru is declining. Interstitials, and more detailed and animated ads with full selling messages are alternatives.

If clicks are your only goal, you need to buy at $/click which makes economic sense.


Friday, October 22, 1999 #2900
Dear Guru, what are the advertisement options available in the net other than the banner?. what are the types of banners carried on the net?. what is called "interstitials"?.what distinguishes interstitials from ordinary banner?.

The Media Guru Answers(Wednesday, October 27, 1999 ):
banners come in a large variety of sizes and shapes. The C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) has a display of various standard banner sizes.

The options are as many as advertiser and web publisher's imaginations allow. Physically almost everything begins with some form of banner or "pop-up" which is a text message keyed to appear in response to user interaction such as entering search terms.

Interstitial is a term whose meanning has changed over the past few years. Literally, "interstitial" means something in the space between two other things. Originally, an interstitial was a web ad, often full-screen which was the target of a banner click, when the advertiser wanted a better selling opportunity than just bringing the user to the advertisers' site. Today, interstitials are generally multimedia units.


Thursday, October 07, 1999 #2858
Guru, I am looking for information about current prices for 15 and 30 second video and audio ads streamed to viewers before news clips, short films, animation or other on-demand streamed content. I am in a position to sell this kind of advertising space and am having difficulty determing its value. Also, could you lead me to information about the value of banners placed around the border of the media players used to view streaming content. Thank-you.

The Media Guru Answers(Wednesday, October 13, 1999 ):
The Guru has not seen such video ads nor heard of them being generally used. If they are, then sources like RealPlayer would most likely be best informed. There are not likely to be "benchmarks" for pricing at this stage.

The banner at the edge, like one might find at ABC News should not have a different cost than other banners. With thousands of large, commercial sites out there, it is difficult to generalize about pricing.

If we say that $30 is roughly an average of major sites full-banner cpm, and this is well above TV's broad-demographic pricing, and streaming video quality is miles worse than TV, what is the basis for pricing it above banners?


Monday, October 04, 1999 #2843
Guru - I have been put in the situation of planning, negotiating and buying online advertising. I'm having difficulty in determining the appropriate number of impressions to purchase for a two week flight of an entertainment property. I understand every site is different, but is there a benchmark to follow? Someone once said that the minimum level of impressions to be effective is 10% of the site's available impressions. This seems high. Also, is there a syndicated source that lists the total number of impressions available per month? Can online impressions be purchased against a specific demo (i.e. Men 25-54)? Thank you for your help.

The Media Guru Answers(Monday, October 04, 1999 ):
There are many buying-minimum rules of thumb that seem arbitrary on first consideration, like '12x per week per station' in radio, but have a logic if someone clearly explains it.

However, this "10% of the available impression" idea is certainly not one of these. It's not only arbitrary, but relatively ridiculous.

Consider a site like Yahoo, which may generate well over 1 billion monthly impressions. 10% of that is 100 million. If you bought that weight at a $30 CPM, that would be $3,000,000 per month. Are there many advertisers spending at that rate? And, if you think about other top sites, it becomes even more fantastic.

According to Nielsen//Netratings, top, deep-pockets, online advertisers like Microsoft, Amazon.com. AOL and Yahoo each ran about 200 to 600 million impressions in August. And of course, they didn't do that on just a few sites.

What would a 10% rule achieve? Identification with a specific site? Perhaps some very targeted sites which fit your campaign creative very well are worth sponsoring at this level. Or do you think each person exposed is aware of how many other people are seeing other banners on the same site?

By the way, the Guru would be interested to hear anyone's justification of a '10% of available impressions' rule and will post here any that make sense.

It's also worth noting another point here: Bigness is of questionable value in selecting on-line media vehicles. Exposure isn't figured in the same way as for other media: In a magazine, each ad page is treated as if it had the average audience of the issue; within some tolerance, this is realistic. But in a popular web site with potentially hundreds of pages, neither the home page nor those within the site get all the monthly impressions the site accrues. Any one page might get less than one percent of the total, and a rotating banner might get less than one percent of the page where it's shown. One million impressions can be bought from a site with one billion to sell or with just two million. If the targeting is controlled, there is equal value.

Sometimes page or section content will allow targeting to be assumed. On some sites, registration data, or 'cookies', or IP tracking can allow ads to be served to specified categories of visitors.


Wednesday, September 15, 1999 #2800
I just did a media buy for radio, cable, and related internet sites for a NJ based portal business that wants to attract consumers to their site. They asked me what number of people visiting their site constitutes a sucsessful ad campaign...50-100 week? Since visitors won't be buying anything, (no e-commerce)how do you judge what kind of response is successful? Is there any research on new "Dot Com" companies who have advertised, and what kind of results they got?

The Media Guru Answers(Sunday, September 19, 1999 ):
Any advertiser needs to define its own success. Portal sites are usually expected to deliver boxcar numbers, they are playing in a league with Yahoo, Netscape, Excite, etc, which have 20 million or more monthly visitors.

If your advertiser isn't doing e-commerce, presumably it wants to sell advertising based on the size of the audience it can deliver. If portals sell monthly banner ads at a $35 cpm, what is 100 visitors a weeks worth? If it's 100 per week, and they each view 3 pages that's 1200 impressions or $42 worth of traffic. The Guru is guessing you spent more than that on the campaign. If these people come back every week, it will be a long time before a campaign at this rate of response is "successful."

Using the actual cpm and page loads at the advertiser's site, you can estimate how many visitors and page views are needed for a return on investment.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) and Internet Advertising Bureau are most likely to have accessible research in this area.


Friday, August 06, 1999 #2696
I am in the business of selling banner inventory and it is like pulling teeth to get in touch with media planners and when i do make contact they blow me off.can you offer some advice on makeing contact and working with planners.

The Media Guru Answers(Sunday, August 08, 1999 ):
Try Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.


Monday, May 31, 1999 #2545
Client has asked on how to advertise on their extranet. What does that involve? Should they use a third-party like NetGravity? How do I get started?

The Media Guru Answers(Monday, May 31, 1999 ):
The Guru assumes you mean the client wishes to sell banner advertisng on their web site. Generally,the web representative firms are not interested in site getting less than 1 million impressions or 50,000 visitors per month. Deals for samller sites offer few advantages to the sites, so self-selling is the best option.

Your client should document, as well as possible, its site traffic and then approach a sales rep if the numbers are big enough or otherwise approach firms with which they do business who could benfit from reaching the same audience as those who would visit your client's site.


Friday, April 30, 1999 #2480
What would you advise as an effective plan on determning an efficient ROI on the net

The Media Guru Answers(Friday, April 30, 1999 ):
If the question is "how does one measure ROI for intertnet advertising?" the key to the answer is in how you set your goals.

In the simplest scenario, your goal is to sell a product or service. If your advertising is web banners, and the banners click through to a page where the product is sold and there is no other source of the product, obviously sales dollars ÷ ad dollars is the calculation you need.

In any other case, it's the same as determining ROI in all marketing scenarios. Did you advertise to biuld image or awareness? Do pre/post research on the change in awarenss or perception and comapre against $ spent.


Tuesday, April 20, 1999 #2459
I am working on my thesis progect and gathering the information about internet bookselling. I was wondering if there is any way I can get the actual media plans of those booksellers. Would you tell me where I can get those info.

The Media Guru Answers(Thursday, April 22, 1999 ):
Don't you imagine these would be considered trade secrets? One of the first things you will learn when you enter the real world is that information about advertising is treated as highly confidential.

Competitive spending tracking services, like CMR (Competitive Media Reports) can report media choices an advertiser has made, but that is far form seeing the whole picture of a media plan. Especially on the internet, many media investments will be below the "radar" of tracking services.

Also, particularly for the booksellers, transactional deals are prevalent and distort the picture. That is, sites have banners and links to booksellers and are compensated when a visitor sent by the link on the site makes a purchase from the bookseller.

There has been extensive trade media coverage of these deals for years.


Friday, March 12, 1999 #2386
What is your opinion of non-traditional media - namely disposable coffee cups. We recommended coffee cups to the client (it definately makes sense from an objectives standpoint), but one of the clients responded that he thought they were "cheesy." We disagree, and I am writing a recommendation to sell this idea. I greatly value your opinion. What do you think? Some big ticket advertisers have used this medium multiple times. Thanks Guru.

The Media Guru Answers(Friday, March 12, 1999 ):
It could make good sense for some advertisers who would find coffee cups a very supportive environment, e.g. coffee, milk, sugar, sugar substitute, donuts, pastry advertisers, etc.

It might also seem "cheesy" for some big ticket advertisers like Mercedes Benz, Cadillac, or the Waldorf Astoria.

The Guru does not believe every action taken by "big ticket" advertisers is a good model. A great deal of their spending is based on a strategy of not knowing how to get all the enormous ad budget spent. Non-traditional media is most effective when it finds a strong fit with product message or target. Consider which advertisers use skywriting, blimps and airplane-towed banners: it's usually the ones relating to outdoor/beach fun and entertainment like film, bber, soda, beach front bars and nearby, open air concerts.


Monday, March 01, 1999 #2362
Hi Guru We are web development company based in the middle east have just launch a real audio site for a local popular radio station. The radio station has asked us to market the banners on the site as well. Radio spots are sold on a 30sec basis and they have several packages for spot sales. We on the other hand have banners and require to sell them to potentaial advertisers. We cannot charge radio rates as they are too high and need to know how to set up the rates for the banners Regards Deepak

The Media Guru Answers(Monday, March 01, 1999 ):
Smaller sites without very specific targets are probably charging US$20 - US$35 cpms. You should begin by examining the rates of sites you consider comparable to yours.


Friday, February 05, 1999 #2313
I have launched a newsletter for educators who administer a very specific type of program. It's an audience of great interest to sellers of curriculum materials aimed at that very niche. Unlike most subscription newsletters, I'm interested in accepting advertising, but have no idea how high to set my rates. I've got 90 subscribers as of this morning, and it's growing by 10-20/week. I expect that at least 150 people, maybe 200, will see my next issue. How do I determine a reasonable rate? I've also got a website where I post news updates. I'm getting about 20 hits per day, and expect it to dgrow dramatically as poeple find out about it. What's a reasonable rate to charge an advertiser to put his logo at the bottom of my home page with a link to an ad page? Help!

The Media Guru Answers(Tuesday, February 09, 1999 ):
Website banner cpms range from $5 to $100 or more, with an average around $30, depending on the number and uniqueness of the visitors or their perceived value to the advertiser.

Newsletter advertising might be in the same range, making an ad worth $1 to $20, but the competitive rates of other newsletters and direct mail costs in your target arena should be considered. In either case an audience of 200 will not justify much of an ad price.


Tuesday, February 02, 1999 #2302
Our web site is an educational application delivered over the web. The user spend most of the time interacting with a Java applet that refreshes the educational content. I want to sell advertising on the page but am not sure how to measure CPM since the user stays on one page. I intend to dynamically refresh the advertising while the user is on the page. It would seem to make sense to sell the spots by the number of seconds the banner runs. Is there a standard for how long an ad should run to count as an impression?

The Media Guru Answers(Thursday, February 04, 1999 ):
The TV standards are generally :15, :30, :60. These standards are not usually used on the internet except for full animation ads like those on the Pointcast service. Web cpms are based on exposures of the ad to visitors, and counting repeats, if delivered on different pages, is considered fair game.

Logically, your user is focused on the site's content, therefore pricing ads based on duration will be a tough sell, in the Guru's opinion.


Thursday, June 25, 1998 #1923
Guru, I work for an online interactive media group (Vickers and Benson). We are planning a large campaign for a major Canadian bank. One problem however is trying to find the value of a high priced CPM. If I'm going to pay $85CPM on AOL can I be certain that it will result in higher clickthroughs? Do high CPM's mean good clickthrough rates? More imprtantly, how does one determine CPM value? If I concentrate my budget on a few high-end sites am I bound to get a higher clickthrough % than several low-cost CPM? Thakx in adavnce

The Media Guru Answers(Friday, June 26, 1998 ):
Absolutely not! There is no inherent, reliable correlation of web cpm with clickthrough.

Clickthrough is a function of two things:

  • Placing your banner on a site where the visitors are likely to be interested in what you are advertising, and
  • Making your banner interesting enough to attract clicks.
In the first case, it is between you and the seller to determine if the right audience will see the banner. One way is to attach the banner to specific key words in search engines or site searches. Another is to select sites with very targeted content. The former can be far less expensive cpm-wise than the latter. Often high-end cpms are charged for highly targeted sites which have smaller, but more select audiences.

If you are looking for clickthrough guarantess, some sites are sold on a cost-per-click basis, and you should ask for that if the seller insists his audience will deliver high clickthrough.

Becasue the real burden of attracting clicks is born by the ad copy and also depends on how fresh it is to the eyes of the prospect, the Guru thinks selling cost-per-click is a sucker bet for a web publisher.


Saturday, June 20, 1998 #1912
One of my clients would like to sell pottery/teapots made by local artists in the Seattle area. We have decided that the internet is the best way to sell them, but we do not know if our sales projections are accurate. We need at least 10 sales per month in order to break even. Is this a realistic goal? We would like to start with simply registering on the search engines and maybe running a banner ad on a wedding web site. Do you think that we will be able to get at least 10 sales per month with this limitted type of advertising? thanks, Stewart McCullough

The Media Guru Answers(Thursday, June 25, 1998 ):
There is no reasonable way to predict sales for such a product. Many sites selling computer related goods or broad-appeal goods like books and CDs are very successful. The reputation and quality of the product and how persuasive the selling message are surely more influential factors than just the selection of the medium.


Monday, May 25, 1998 #1606
what are the types of advertisement carried out in online other than banner advts.?.what are jump pages and interstitials in online

The Media Guru Answers(Tuesday, May 26, 1998 ):
banners are the most common. The term is used to refer to any less-than-full-page advertisement placed on a web page. Other on-line media, such as e-mail has other ad froms such as simple text ads.

A "jump page" is one form of interstitial. The term "Interstitial" in common terms just means something that is in the gap between two other things. So a web interstitial is a page where you go by clicking on a banner, before actually arriving on an advertiser's web site. This is done because web sites are often about companies in genreal terms and do not do the selling job of an actual ad.

A jump page is typically understood to be a static page with ad copy and a link on top the site. When called an interstitial, it is more often animated in some way or automatically sends the visitor on to the website of the advertiser.


Monday, May 11, 1998 #1588
Is this any accepted measurement standard in place to effectively price web-page advertising? Also, has any service been able to obtain more direct response information, re:web-site hyperlinks, other than just counting "hits"?

The Media Guru Answers(Monday, May 11, 1998 ):
Web (banner) advertising is typically priced in one of 4 ways:
  • CPM- (cost per thousand ad exposures)
  • Flat fee ( usually calculated, by the seller, and compared, by the buyer, on an exposure basis)
  • Cost per click ( based on the number of times the banner gets clicked by a visitor to the site where it is displayed)
    This is not a very reasonable method, since the responsibility for making the copy attractive enough to stimulate clicks and fresh enough to keep stimulating clicks properly belongs with the advertiser, not the medium
  • Transactional ( where the payments to the site are based on the visitor's action when arriving at the advertiser's site; including making a purchase, requesting information, or navigating within the advertiser's site)

"Nobody" really counts "hits" anymore. Page exposures of the site and exposures of ads are the coin of the realm.

The latter two models above are direct response measures.


Wednesday, May 06, 1998 #1583
I have been approached by advertisers interested in "sponsorship" arrangements, but since I am new to internet advertising, I'm having a little difficulty visualizing exactly what I should plan to deliver to my "sponsors." Is it more than just impressions & clickthrus? Please advise. Thank you. ecomguide@yahoo.com

The Media Guru Answers(Friday, May 08, 1998 ):
Advertisers buying on the web are mostly placing banners to generate impressions and clickthru.

Some want clickthru to an "interstitial," which is more of an ad than the visitor would get in arriving at the advertiser's site.

Still others are trying to generate revenue; e.g. they sell books, recordings, or fishing gear on their site and want to pay you a sales commision on purchases by customers referred by your site.

It seems that each week we hear of new web business models.


Monday, March 23, 1998 #1544
Our company will soon put itself on the Internet. I would like to know how a potential website advertiser approaches the decision making process of advertising on our site. Will they require our company Website statistics, media kit, etc.. If so, should our company approach these advertisers if we are fairly new to the Internet market. Also, what about determining a pricing model? We feel strongly that the site will attract a large audience, but how do we determine what is the standard cost rage for advertisers?

The Media Guru Answers(Monday, March 30, 1998 ):

There are three basic issues that advertisers consider in evaluating your website, and they are all about your audience:

  • How many?
  • What kind?
  • What action?

The interpretation of "How many" is obvious.

"What kind?" may be judged by your content and its presumed appeal to specific types of people who would or would not be interested in what the advertiser has to sell. When a site has registration and can ask questions of its vistors, it may be able to describe "What kind" better. When a site gets big enough that the major, user-centric, survey research can reliably describe its audience, that's the best option.

"What action?" is a measure of how many people at your site will click on the advertisers' banners and perhaps take additional action at the advertisers' sites; e.g. requesting information or buying merchandise.

This measure is conducted while the advertising runs, by the advertiser.


Tuesday, March 17, 1998 #1533
I am starting an online business soon, and I am perplexed as to what methods to utilize with our limited budget of $5000 per month. I want to initially do my advertising exclusively on the net, and I have been looking into using an interactive ad agency. What kind of targeted traffic should I expect for my budget, and what methods will an agency use to create traffic, besides search engine listings and optimization?

The Media Guru Answers(Friday, March 20, 1998 ):
$5000 might buy just a month of banner display on a major, general audience website. at $10 per thousand impressions. Therefore, you would have 500,000 impressions and perhaps click-thru 5,000 - 10,000 traffic to your site. Of this traffic, you might get 25 - 100 sales, depending on what you're selling.

Other, more targeted sites might sell for less out of pocket, at a higher cpm (e.g $25-$100), but ultimately generate more sales ROI because their audience is more likley to be interested in your product.

Another technique that an agency might use is a revenue sharing model, wherein sites which send you customers earn a share of your revenue from visitors "referred" by their site.


Friday, January 30, 1998 #1496
Is there som way to find out what web sites sell vertical or square ad banner units versus horizontal (rectangular) banners? Our target is business professionals and our creative and messaging really beg for a vertical banner execution,not a horizontal one. The search engines don't sell this space unit.

The Media Guru Answers(Friday, January 30, 1998 ):
The major search engines sell advertsing briskly. Some less popular sites may be more willing. There are vertical and square banners in the IAB/CASIE set of "standard banners". (See AMIC's Web Glossary)

When you find a site in which you are interested, just ask about the banners you want.


Tuesday, October 14, 1997 #1431
I want to place some standard banner advertising. What is the best pricing model to use for banner placements on search engines and other sites? I've been getting CPM prices from the search engines, but I've been told to negotiate page views or visits.

The Media Guru Answers(Tuesday, October 14, 1997 ):
There are three basic pricing models in play at present, cpm, click-thru, and transaction based.

In click-thru, you pay for each time someone clicks on your banner to be taken to your site or full ad.

In transaction-based, if your site actually sells something, like books or cd's you pay a share of sales to the site which "referred" the customer.

"CPM" typically means you pay a given "cost-per-thousand" exposures of your banner. This is not different than page views or visits. The thousands of exposures in the calculation are page views which include your banner, not thousands of impressions of the site.

If you think a site intends to charge by their site exposures instead of your ad exposures, you should get written clarification, and then do insist on paying according to your banner exposures.


Monday, February 10, 1997 #1051
Dear Guru,Our publishing company has recently aquired another company that hosts a site on the internet. This site is very popular with a solid demographic. As of yet there has been little effort to sell advertising/banners on the site. What would you suggest is the most effective (revenue producing) way of getting advertisers to place ads on our site?

The Media Guru Answers(Tuesday, February 11, 1997 ):
The Guru suggests determining who is the ad decision maker at companies which would most benefit by advertising on your site; ie, have their own site an target the same demographic. Then approach them by mail or by phone followed with a good written piece documenting your selling points.


Monday, January 22, 1996 #1779
Would an Ad Agency be the place to contact to have them sell sign\banner-space to be visible on TV during events - such as competions, Rodeos, - and do they sell that sign\banner-space on commission? We are looking for a company to sell sign\banner space based on "media-equivalence."

The Media Guru Answers(Friday, February 02, 1996 ):
Ad Agencies are buyers of space, not sellers. Or tecnically, they are agents for the advertisers who are the ultimate purchasers. The advertisers pay the commission to the agency. The space seller indicate the commission as a sort of discount from the published "gross" price and the "net" due from the agency.

There are independent "rep" firms who sell this sort of space. Independent print reps, for example, are listed in front of the SRDS Consumer Print Advertising Resource



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