How much could I make?

With banner advertising on my site

[seo_opp]

I am in the process of purchasing a popular website which receives around 3m to 5m banner impressions per month.

I know with large sites like these that you can get Doubleclick (or whomever they use now) representation or sell impressions to another network.

How much do you think I could make per month from this?
I have no idea, generally the CPM average for Doubleclick and % of impressions they use.

I know there are many variables here but a rough figure? Anyone?

Cheers.

[Shakil]

Hi,

and welcome to webmasterworld.

You forgot to say:

1, Where you are based?
2, Where visitors are based (USA, UK, Europe)

and obviously the crucial thing, are your visitors targeted buyers or "Free for all" surfers.

Once the above information is clear, it will be a lot easier to give you some tips and tricks to monetise this traffic.

Shak

[seo_opp]

wow, thanks for being so quick - I was just about to edit my message.

Based in the U.K but website is focused (and under previous owners) was targetted at US users. I would rather get representation from a U.S based firm.

It is a quality content site (good editorial / copy + features etc) for teens. Not a chat site or message board. So should hopefully mean a better $CPM since it is well targetted in a 'niche'.

Thanks.

[veritysystems]

CPM rates could be as low as £1 per thousand or up to £25 per thousand.

[Shakil]

I am NOT too clued up about the USA scene.

However "Run of Network" banner campaigns should get you around $1 CPM.

Obviously if you can find a good sales house, who is willing to go out and represent your site to potential Agencies and Advertisers, then the figure could be a lot higher.

In the UK, high profile sites are struggling to get £2 - £3 cpm from advertisers, so they are ending up with lots of "Run of Network" stuff at £1 cpm.

bearing in mind most Ad Sales houses will charge the client double, and keep 50% for getting you paid advertising.

Do NOT rely on the site revenue, purely from Banner Advertising, those days are long gone and unlikely to return.

If you are getting 3-5 million visitors, then I am sure there are other ways to "milk them"

Shak

[vik_c]

I think he said 3 to 5 mn banner impressions, not uniques.
Assuming he has two banners on each page ( not very uncommon) and each visitor views an average of five pages, we're probably talking a tenth that figure in uniques.

[Artashes]

What I can't understand is how someone is "in the process of purchasing" even without full understanding what this purchase might bring... or at least not knowing the current ad market rates. Its very confusing, sounds like an eBay-type purchase.

[rcjordan]

>site (good editorial / copy + features etc) for teens

Yes, I'd estimate you'll be netting 50-60 cents CPM for brokered RON buys. House sales seem to be going in the $3 - $9 range. I get as high as $15 CPM on a travel/relocation web network.