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IFBC 2011 SAMO Monetization
Online advertising allows advertisers to precisely measure the impact of their ad spending. There are several types of online ads such as display, video, and social media ads. Publishers can generate ad revenue through broad ad networks that pay lower CPMs, targeted networks and agencies with higher CPMs and more control, or direct sales that offer the highest CPMs but require the most work. The amount of revenue depends greatly on the amount of traffic - an example site with 100,000 monthly unique visitors could earn between $6,000 and $60,000 per year depending on the type of ads used.
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IFBC 2011 SAMO Monetization
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- 2. The Promise forAdvertisers I know that half of my advertising dollars are wasted … I just don’t know which half. -John Wanamaker With Online Advertising the Impact of All Dollars Can be Measured
- 3. Definitions – Impression: The Viewing of an Ad by a person – CPM: Cost per Thousand Impressions – CPC: Cost per Click – eCPM: Effective Cost per Thousand – CPA: Cost per Acquisition – CRT: Click Through Rate – UV: Unique Visitor – Visit: A Single Website Session by a User – PV: Page View – PPV: Pageviews per Visit – House Ads: Unsold, Self-Promotion Spot
- 4. Advertorial • Sponsored – Blog Posts – Email – Twitter/Facebook • Set a base flat rate DISCLOSE DISCLOSE DISCLOSE
- 5. Display Advertising Begin with Design Review To Create Inventory
- 6. Choose Creative Types • Banners • Popups/Popunders • Takeovers • Multimedia/Video Interactive Ad Bureau • Social Media http://www.iab.net
- 7. Selling: Use aMix for Max $ Direct Selling $ Targeted Networks & Agencies Broad Networks “Remnant” Volume
- 8. Broad Networks • CPMs:$1-3 • Can be Total Autopilot • Less Control
- 9. Targeted Ad Networks& Agencies • CPMs: $2-$5 • More Control (usually) • Read the Contract • Watch Out for Exclusives
- 10. Direct Selling • CPMs: $5-$10+ • A Lot of Work • Total Control • Leverage Relationships • Create a Media Kit – Traffic – Audience Demographics – Editorial Calendar – Creatives Available – Pricing?
- 11. Delivering Advertising Double Clickfor Small Business www.google.com/dfp/sb
- 13. Numbers “It was myunderstanding that there would be no math”
- 14. So How MuchCan You Make? It Takes a Lot of Traffic • Assume • 100,000 Monthly Unique Visitors • 2 Visits per Month • Average 2.5 PageViews per Visit • Equals 500,000 Pageviews/Month Ad Type RPM/eCPM Monthly Income Annual Income Adsense $1 $500 $6,000 Targeted Network $3 $1,500 $18,000 Direct Sales $10 5,000 $60,000