27 Nov 08 What Are You Willing To Pay To Reach Your Market?
May 20th, 2008
By: Guest Editor
When a biasness or company is looking into advertisements, it would be safe to say that they have heard of and are considering the use of online advertisements. After this thought the next is usually how much does it cost to advertise online? Or the question of is there an industry average rate? The best advice that Jared Lansky can give you is to contact the site and ask for their rate card or media kit.
The one thing that needs to be understood about asking this question is that in general a rate card is a starting point for rate negotiations. It is what the site would prefer to see and have advertisers pay. You may be able to get a better deal then what their rate card suggests because there are more sites competing for ad dollars then there are advertisers.
Jared Lansky says you should always ask if the rate they are offering you is the best rate they can give you. You really don’t have much to lose, it’s as simple as them saying yes, then you deciding to invest or look elsewhere.
There are times where a site may become more negotiable and flexible with offers. This can usually happen when you’re spending or will spend more than forty thousand dollars on a single property, the site has excess ad inventory, as indicated by their running affiliate ads, barters or house ads, you’re willing to commit to a multi-month or long-term ad placement with the site, or it’s near the end of the month, quarter or year and the sales reps need to hit their quotas.
There are also times that a site is less likely to negotiate. For example, when the site is being represented by an agency or rep firm, the site is sold out of ad inventory for the next thirty to sixty days, or you as an advertiser are seeking to do the minimum dollar size test buy. With everything learned, for the most part low rates are generally had between twenty five cents CPM to two dollars CPM.
Jared Lansky wants you to know that it is important to know there is no such thing as an average rate for advertising online. It really comes down to what you are willing to pay or not willing to pay in order to reach your market. Make sure to call around and compare rate cards. You have the upper hand for the most part when finding a place for your advertisements.
Tags: AdBuySell, jared lansky, Online Advertising
