WEB MEDIA SCHOOL session 42 - AD SALES PT 2
If you have a site that is valued by advertisers, you'll sell more ads. Once you've set up your site so you can display banners easily, select some free ads that appeal to an advertiser you're trying to sell -- and display those banner ads on your site .It's important that you look like you're ready for business. What should you charge ? You need to determine the market value of your site.The CPM you can get for banner ads varies from $1 CPM to $100 CPM. It all depends upon the kind of people who are attracted to your site, and their perceived economic value to the advertiser.
Media buyers like it when sites
package their advertising into nice, neat bundles. It's
difficult to expect advertisers to understand and remember all of
the areas of your site. If you put the different advertising
elements into packages, it makes for a more compelling offer. And
you'll also need a good online media kit .Media buyers
don't have a lot of time to spend reading press releases, articles
about your site, and so on. It's crucial to post your rates and
contact information clearly and prominently. And don't forget the
offline sales materials. This includes everything
from media kits to T-shirts and bumper stickers that your sales
people will leave behind.
Listen to Your Prospective Advertisers. What types of ads
are they looking for? What areas of your site are the most
interesting? What might improve purchasing experience?
Here are 10 questions that Lounge Lizard Graphics asks of its prospective clients:
1. What is your vision of the brand?
2. What is your business objective for banners?
3. Describe your target audience.
4. Any consumer thoughts we need to overcome?
5. What is the single most compelling idea that the target
audience should take away from the communication of the
banners?
6. What personality do we want to convey for the brand?
7. What types of imagery and communication do you feel are
inappropriate for the target audience?
8. Where will the banners be running?
9. File size restrictions including looping and dimensions?
10. What is the launch date of the banners?
The click-through rate is easy to measure, the most important measure is cost per sale.Banner ads can help you pre-qualify visitors and attract those who are already looking for your product or service.
Web veterans may take banners for granted, but new users don't know. A small invitation to "click here" is a good idea.
BannerTips from Workz.com is a newsletter on banner ad design - http://www.bannertips.com/ - Microscope from ClickZ.com reviews of banner ads from advertising professionals - http://www.microscope.com/
CNet Download.com lists animation tools http://download.cnet.com/downloads. Ulead GI is CNet's most popular animation download - http://www.ulead.com/ga/runme.htm
Ad Swap Lists:
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Ezine Directories:
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