How to Sell Your Website to Advertisers
Arve Overland, CEO + Executive Creative Director
Leo Chung, Director of Interactive Strategies
Overland Agency, Inc.
Understanding how to monetize your website and leverage
advertisers’ need for local impact.
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Introductions – Overland Agency
The Overland Agency combines high-level strategic consulting with
smart, passionate and award winning creative execution.
Within one company, the agency serves as an online integrated
marketing partner in the following areas, as:
• an online ad agency (creative, media)
• a web development shop (technology innovation)
• a search-optimization consultancy (SEM/SEO, analytics)
• brand specialists (strategy, research, analytics, metrics)
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Brand Marketing & Interactive Specialists
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Print vs. Online
• Print
– buy real-estate
– pricing based on circulation and
readership
– creative is static
• Online
– buy views, clicks or actions
– pricing based on impressions, unique
visitors or specific actions
– creative can be dynamic and
interactive
– campaigns are trackable
• Advertisers are following their markets
and moving their media dollars online
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Who is Your Customer/Buyer?
• Local business owner
• Local advertising agency
• Marketer in corporation
• National Media Buyer from Corporate
• Interactive agency/media buyer
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The Opportunity - Your Advantage
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Vocabulary
• Analytics: measuring and interpreting user behavior on a
website and applying that to site and campaign improvement.
• Click-Through Rate: the number of times an ad unit is “clicked”
by the site visitor in relation to the number of times it is seen
(impressions).
• Conversion Rate: the number of times a site visitor achieves a
certain goal on the website (ie. sale, completing a registration
form) in relation to the number of unique site visitors.
• Marketing ROI: measure of the effectiveness of advertising
investment to incremental revenue.
• Page Views: the number of web pages viewed during a single
visit. High page views per visit can indicate good content.
• Unique Visits - visits from a single computer, usually cookie
based and combined with IP information for geo-data.
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Vocabulary
• Organic Search - natural search results based on site content
optimization; these appear in the main body of the page.
• Paid Search (Sponsored Ads) - text-based ads that appear to
the top or right of natural search results based on a keyword bid.
• PPC (Pay Per Click) - pricing model based on ad click-through,
usually associated with Paid Search.
• SEO - the practice of seeking high organic search ranking by
providing relevant website content.
• SEM - leveraging both Organic and Paid search to attract site
visitors and conversion.
• Tracking Pixel: script on a website that allows the advertiser to
know that an ad has been served and that an action or series of
actions resulting from that placement has occurred.
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Online Advertising is Growing Rapidly
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Local Online Ad Spending Increasing
• Growth in Local Online Ad Spending Outpaces National
– Estimated Local Spend in 2007 = $7.5 billion
– 31.6% increase outpaces national online ad growth of 20.7%
– Borrell Associates
• Banner ads and listings still dominate, but be ready for the
future - video
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The Local Landscape
• Competition is high for these
advertising dollars
• Leverage Your Strengths:
– Captive Audience - Creative
Class
– Geo-Target - local, urban
– Speed and Flexibility
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Case Study: Selling Your Site to Advertisers
1. Understanding Your Buyer
2. Communicating Your Website’s Value
3. Planning by the Numbers
4. Measuring Results to Drive Success
5. Questions
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Who is Your Customer/Buyer?
• Local business owner
• Local advertising agency
• Marketer in corporation
• National Media Buyer from Corporate
• Interactive agency/media buyer
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Understanding Media Buyers and Advertisers
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Jennifer
Bio
• Age = 31
• Senior Interactive Media Planner
• Leading National Media Agency
• San Francisco, CA
Objectives
• Define strategic interactive media goals for national clients that meet
business and marketing objectives
• Find and research effective online advertising opportunities
• Keep up to date with the latest models and client competitors
• Maintain and cultivate mutually beneficial relationships with media
contacts
• Negotiate the best pricing model and rates to maximize ROI
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Jennifer’s Client, Oregano
Oregano, is a multinational consumer
packaged goods manufacturer that is
launching a new household, organic
cleaning line, called Clean Green.
They are going to launch in specific
test markets to reach the “creative
class.” Oregano’s goals are two-fold
generate awareness of the brand by
driving 50,000 visitors to a micro-site
and generating 1,500 coupon
downloads (leads).
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Media Planning Process
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Communicating Your Website’s Value
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Media Buyers & Advertisers
• Are looking for and need online opportunities that have impact
• Have specific, quantifiable goals
• Look for placements that have relevance and conversion
potential
• Require reports and validation of performance
• Regard flexibility and learning as part of long-term value
proposition
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Creative Class and Geo-Targeting
Clean Green Target Market
• Highly-educated, artistic, creatively minded
• Age 25 – 45
• Professionals - knowledge-based occupations
• HHI = $35k+
• Geo-targeted - urban concentration
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Website Value
Opportunities and
Metrics - Reach
Impact
and Relevance
•Interactive - Flash,
•Unique Visitor per
video, dynamic
Month
•Larger sizes and
•Pageviews and Time
specific site placement
on Site
•Integrated online
•Impressions
vehicles (e-newsletters,
•Return vs. New sponsorships, Web 2.0)
Visitors
•Conversion-centric
•Opt-in demographic
information
•History of
conversion, similar
advertisers
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Always Create New Value
MarketingVOX, April 16, 2007
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Planning by the Numbers
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Impressions Needed
Visitors to Oregano's Microsite
Goals
Coupon Downloads 1,500
Click-Through Rate = 1%
Assumptions
Oregano Microsite Conversion Rate 3%
Unique Visitors Needed to Microsite 50,000
(1,500 / .03)
Impressions Needed on Publisher Site
Goals
Visitors to Microsite 50,000
Assumptions
Projected Banner Click-Through Rate 1%
Impressions Needed on Publisher Site 5,000,000
(50,000 / .01)
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Marketing ROI
• Oregano projects the amount of revenue generated from the campaign
to determine ROI
• This will help justify the spend and serve as benchmark
• http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html
Investment
Media Buy
Impressions 5,000,000
CPM $ 10.00
Total Media Cost $ 50,000
Cost per Lead (Customer)
Coupon Download Goal 1,500
Total Cost $ 50,000
Cost per Lead $ 33.33
Customer Value
1 Year Average Revenue/Customer $ 150.00
50% Customer Retention 750
Total Revenue (1,500 Customers) $ 112,500
ROI 125%
[(Revenue - Media Cost)/Media Cost] * 100%
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Measuring Results to Drive Success
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How Agencies and Advertisers Measure
• Ad network serving – DoubleClick, Atlas, Tacoda, BlueLithium
and/or publisher reports
• Advertiser’s / Agency’s Web Analytics
– Campaign id codes, conversion (ie. coupon downloads)
– Landing pages
WebTrends
Atlas
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What We Measure
• Ads / impressions served to date (when and where)
• Click-throughs from each vendor (campaign conversion)
• Best performing placements
– Creative and Messaging Impressions: Apply Impressions: Learn
Unit Size Webtrends Campaign ID
Now More
– Ad type
468x60 ADR_10089 87
47
– Ad size 120x600 ADR_10088 1,410
560
160x600 ADR_10087 1,643
1,059
728x90 ADR_10086 4,789
4,067
– Content section 300x250 ADR_10085 1,747
834
300x250 ADR_10114 243
728x90 ADR_10115 435
– Page placement 160x600 ADR_10116 211
120x600 ADR_10117 516
468x60 ADR_10118 14
– Time of day
• Demographic data –who is clicking / responding to Oregano’s
coupon offer
• Relevance and context of vendor-supplied reports within
Oregano’s own tracking data
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4 Keys to Successfully Selling Your Site
1. Understand Your Advertiser/Buyer
• They need to maximize return and show results against quantifiable goals
• Go beyond selling inventory and “space” to selling solutions
2. Communicate Your Website’s Value
• Demonstrate your local, demographic and flexibility advantage
• Leverage your unique position to differentiate and deliver relevance
3. Plan by the Numbers
• Every dollar is accountable and ROI drives online advertising
• Use the ROI model to price your products; demand more for what converts
higher and understand what is driving an advertiser’s price pressure
4. Measure Results to Drive Success
• Data is key to success during the campaign as well as for on-going strategy
and relationship
• Provide your advertisers with knowledge to improve their campaigns and
results and they will come back
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The Overland Agency
• Presentation
http://clients.oabuild.com/aan
enter password: aan123
• Arve Overland
arve.overland@overlandagency.com
• Leo Chung
leo.chung@overlandagency.com
503.963.8501
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