Banner Basics
| Category: Banner Advertising | Date: 2001-05-04 |
From time to time, we are asked to provide opinions on Net related subjects. Recently a few subscribers have asked us to give them some direction on how to develop a banner campaign. We will provide some general information in this subject due to the fact that this newsletter is not the appropriate forum to provide detailed information.
We first start out with what the objectives of the campaign are and what the tangible goals are. Then we look at the target audiences and hot sites. We have provided some hot sites that you should consider as well as your audience B-to-C or C-to-C then segment the sites accordingly.
Before you get started ordering and creating banner ads, you should understand some of the Internet lingo.
Banner Tips
On the web, you can adjust your advertising on a daily or weekly basis. You get immediate feedback on what is working and what is not working. There are four steps that a customer goes through in making a purchase on the web.
* Impression.
Click on a website that has banners displayed. This is an impression. The advertiser pays from $5 to $40 per thousand impressions.
* Response.
Click on a banner in the website, which transports the clicker to your website. That is a response. You can measure the response rates and get a cost per response.
* Lead.
The prospect views your offerings and fills out a form. This is a lead. You can figure the percentage of responses that become leads, and the cost per lead.
* Sale.
The clicker buys the product by giving a credit card number and authorizing the purchase. This is a sale. You can figure the lead conversion rate and the cost per sale.
Web advertising is growing at a furious pace. Pages can be created very rapidly. There is a glut of unsold ad space. Much of the space is really inexpensive. All of it can be measured and tracked.
There are three categories of web ad space:
* Run of Network (RON) is very cheap and desirable. It is not remnant inventory. However, there are very good bargains in RON. The cost is $4 to $6 per thousand impressions.
* Affinity Group Space for categories such as sports, business, and travel. This space is more expensive, but it can be a very good value. This space is not branded. The cost is $10 to $20 per thousand impressions.
* Branded Space. This is the most expensive and often has a very low response. The cost is $30 to $70 for branded space.
Good luck with your activity, and let us know if you need more information.
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
We first start out with what the objectives of the campaign are and what the tangible goals are. Then we look at the target audiences and hot sites. We have provided some hot sites that you should consider as well as your audience B-to-C or C-to-C then segment the sites accordingly.
Before you get started ordering and creating banner ads, you should understand some of the Internet lingo.
Banner Tips
On the web, you can adjust your advertising on a daily or weekly basis. You get immediate feedback on what is working and what is not working. There are four steps that a customer goes through in making a purchase on the web.
* Impression.
Click on a website that has banners displayed. This is an impression. The advertiser pays from $5 to $40 per thousand impressions.
* Response.
Click on a banner in the website, which transports the clicker to your website. That is a response. You can measure the response rates and get a cost per response.
* Lead.
The prospect views your offerings and fills out a form. This is a lead. You can figure the percentage of responses that become leads, and the cost per lead.
* Sale.
The clicker buys the product by giving a credit card number and authorizing the purchase. This is a sale. You can figure the lead conversion rate and the cost per sale.
Web advertising is growing at a furious pace. Pages can be created very rapidly. There is a glut of unsold ad space. Much of the space is really inexpensive. All of it can be measured and tracked.
There are three categories of web ad space:
* Run of Network (RON) is very cheap and desirable. It is not remnant inventory. However, there are very good bargains in RON. The cost is $4 to $6 per thousand impressions.
* Affinity Group Space for categories such as sports, business, and travel. This space is more expensive, but it can be a very good value. This space is not branded. The cost is $10 to $20 per thousand impressions.
* Branded Space. This is the most expensive and often has a very low response. The cost is $30 to $70 for branded space.
Good luck with your activity, and let us know if you need more information.
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
Copyright © 2005-2006 Powered by Custom PHP Programming