AM: Advertising sales channels, broadly defined
Our experience with DoubleClick was that their model is predicated
firmly on numbers of "eyeballs" or raw impressions with some
recognition for distinctive demographics. That probably works for many
sites on the web (and is arguably the "traditional" web ad model), but
we found they could not get the same cpm we could when we sold directly
AND that they were selling to ad agencies, who have more limited budgets
and flexibility to pay premiums for niche sites, while we speak directly
to marketing departments of advertisers who have corporate directives to
penetrate the "high end women's market - women business owners and
professionals" giving them more flexibility on terms, pricing, etc. We
really liked the people at DoubleClick - very professional - but their
model was not consistent with ours so we are in the process of "breaking
up" - we'll "be friends" of course. If your site is not so tightly
focused you should definitely give them a try (they typically prefer
sites with at least 1M impressions/month).
Gary LaFever, Sr. VP
From: Francis V. Costello [SMTP:firstname.lastname@example.org]
Sent: Thursday, April 23, 1998 12:36 PM
Subject: AM: Advertising sales channels, broadly defined
Mitch and I were discussing ad sales efforts this morning at Coffee and
Doughnets, and the topics we were covering sounded like they would make
interesting thread here - so I will kick it off.
In general it would be great to start a conversation on the options for
generating value from consumer (or other) pageview inventory on sites,
particularly in the middle market, say 500,000 to a couple of million
pageviews a month. We are currently looking at rep firm and ad network
options for our main ratecard inventory, as well as some other
sounding ideas like Narrowline NMX's media listing marketplace.
I personally would like to hear from other participants on the list who
have used ad banner networks (linkshare, etc.), ad sales networks (24/7,
DoubleClick), ad rep firms, affiliate-type deals/promotions, in-house
and whatever else on what was found effecting for different types of
My company has been involved in producing and managing a wide variety of
coonsumer oriented sites on the Web and AOL. Throughout that process we
have worked on sites that got ad sales from virtually every source under
the sun --had ads sold by the AOL networks sales force, used
partner/internal reps, retained the services of an individual publishers
rep, done barter and commission deals and all the other thing that most
us have tried to generate value from our page views.
This week (today actually) we are participating in newcomer
3rd monthly auction with some excess inventory for our Creators.com
destination site (with Ann Landers, comics like B.C., Wizard of Id,
from Pat Buchanan, Hillary Clinton and other, and so on -- you should
visit and tell all your friends!). They offer an interesting model for
selling "expiring inventory" - unsold pageviews that would likely go
or carry low value "click-through" deals. I don't know if we will sell
anything, but it seemed worth a try.
I will let you know tomorrow how we do, hopefully reporting that we sold
out our two lots at decent CPM's
I'm afraid this introduction has rambled a bit, but it should be enough
kick off a healthy flow of thoughts.
Smip Interactive, Inc.
-- 703.442.5210 x230
-- 703.442.5205 (fax)
-- AOL: fvcostello