|
|
"The Top Ten
Media Buying Tips"
by Richard Hoy
http://www.tenagra.com/
10. Avoid having your banner included on Web pages that lead a user through
a process. If a user is in the middle of filling out forms to finish a
task, they are not likely to click on an ad banner. -- Marshall Hays,
President, Hays Internet Marketing http://www.hays.net/
*Brad Aronson went on in his presentation to take it one step further
and mention that some of the BEST clickthroughs and conversions may be
obtained by sponoring or placing graphical links on the "Thank You"
page which appears after a user's order has been submitted. It is at that
time that they have credit card in hand and have just made an online purchase.
9. Don't buy your competitors' trademarked product names as keywords.
Though it sounds clever (and it is), someone will eventually get sued
over this and you don't want to be the test case. - Richard Hoy, VP Marketing
and Client Promotions, Tenagra http://www.tenagra.com/
8. If a media property claims to be sold out of the inventory you need
to secure for a client, try having the site create a button placement
for you. Creation of a new ad position is often a possibility and can
help you get around inventory problems.
Rather than negotiating the buy on a CPM or CPC basis, assume
a worst-case scenario click rate and then offer to pay a flat rate for
the button. This strategy works awfully well with large sites and high
traffic pages. - Tom Hespos, Media Manager, K2 Design, http://www.k2design.com/
7. We installed a back-end tracking system on our client side, Pandesic's
site. With this software, I was able to track every single visitor coming
to the site from every single piece of creative on each site on which
we advertised. After setting a benchmark, any sites that fell below that
benchmark I was able to negotiate more favorable rates.
Laura Mitrovich, Interactive Media Supervisor. Thunder House Online Marketing
Communications
http://www.thunderhouse.com/
6. When negotiating renewal contracts, the best thing to do is take your
average cost per transaction and determine what kind of CPM you'll need
from the site to achieve it. For example: I execute a buy for 100K impressions
at $30 CPM. My run yields 5,363 clicks, about 5% CTR, generating a cost
per click of $.56. But my average CPC for the campaign is $.50. To yield
a $.50 CPC were I to run the exact same campaign at the exact same levels
with the exact same ClickThrough, I'd need about a $27 CPM. This is by
far
one of the most successful tactics I've used.
- Jim Meskauskas, Media Planner, Hawk Media http://www .hawkmedia.com/
5. Don't place buys on default pages. People often do not change the default
page on their browser. They launch a Web browser and then, as the page
starts loading, they jump elsewhere. Depending on the way sites measure
an ad served, you may actually be 'charged' for ads that a user never
sees. Sites often ask for a premium on default home pages, a spot where
I loathe to buy even at a disount. (Examples of default home pages are
Netscape or an ISP's home page)
- Steven Heath, General Manager - Western Division
GreyInteractive Canada http://www.grey.net/
4. Surf. Sometimes the most effective sites are the ones that don't have
ads right now. Hunt them down and tell them you'd like to give them money
for running ads on their site. They love it. - Jeremy Lockhorn, Account
Manager, i-Frontier
http://www.i-frontier.com/
3. CPM be damned - if you negotiate a guaranteed clickthrough relative
to the CPM, you get what you want and the publisher is often unaware of
bottom line results. example: $10 CPM with 2% clickthrough guarantee is
the same as $20 CPM with 4% clickthrough guarantee when your objective
is visitors ($.50 per visitor).
- Mark Grimes, President, eyescream interactive
http://www.eyescream.com/
2. When making a network buy, be extremely careful about the sites your
ad may be showing up on. Many of the warez, adult and low quality sites
are participating in small to mid-sized networks. Your ad's presence may
convey your tacit support of their content. Put some language into the
insertion order that penalizes the network should your ad show up on the
wrong side of the Net. -Andy Bourland, Publisher
ClickZ http://www.clickz.com/
1. You'll never know unless you ask. The best deals I have gotten for
our clients have been packages for which I wasalmost embarrassed to ask.
All they can do is say no.
- Brian Monahan, Media Supervisor, Left Field
http://www.leftfield.net/
Hoy went to to say that due to the large increase in sites that accept
advertising on the Net, we're seeing larger
impression inventories that are not being entirely sold out each month.
This overabundance of impressions is leading to a decrease in CPM. "Most
sources predict CPM's to settle down to between $5 and $20 CPM in the
near future", Hoy said, "largely due to the availability of
inventory".
What's rate card right
now?
Search Engines - $20-$50 CPM
Keyword Advertising - $40-$70 CPM
City Guides - $20-$80 CPM
Top 100 Web sites - $25-$100 CPM
Small targeted content sites - $10-$80 CPM
New models that break the mold - $35-$100 CPM
Click-Through Pricing - $.25 - $1.25 CPC
Sponsored Content - $45 - $85 CPM
Range of clickthroughs - 1% to 25%
Average - 2% - 3.5%
Pay Per Lead - $1 - $15 per lead
Pay Per Sale - 5% - 30% of purchase price
|
