Burst Media, and then Fastclick

[webmastertexas]

I've been accepted into Burst! Media, and I was thinking about using it as my primary, and Fastclick as my default, since I've been getting way too many defaults with Fastclick lately, starting in November. I'll also be using Casale Media, with its Default-ridden campaigns, as my third option. Does anyone think I'm making a mistake by using Burst as the primary and Fastclick as secondary?

Experiences with this, anyone?

[jcoronella]

Sounds reasonable to me. If you have content/site suitable for high-end brandable advertisers, BURST can send some high CPM campaigns your way over time, although it takes a while for the salespeople to get to know your site and your site truly needs to be worthy.

You could also try adsense as a default. (as well as trying adsense as a primary).

[freeflight2]

what's the avergae CPM you guys are getting from these banner networks, e.g. for entertainment sites?

[shorebreak]

Is it me, or are these ad networks less focused on optimizing ad serving and more on facilitating the global expansion of incentive-based, opt-out offers that appeal to consumer greed?

[jcoronella]

incentive-based, opt-out offers

There are definitely lots of that type of thing, but looking through the most recent advertisers from Burst I see Monster.com, Ask Jeeves, MSN Search, Charles Schwab, US Navy, ... long list of desirable advertisers.

I know what you mean though. If you care at all about your users, you need to set the filters for the email list harvesting or adware type of ads.

I think it's the same at every network where you need to filter the ones you don't want. Some are worse than others.

[skibum]

Some merchants are making a mint from advertising on the networks that offer behavioral targeting. Those networks (and hence the publishers in those networks) that offer buys based on this may see more and more "big name" advertisers on their networks and publishers may start to see less "incentive-based, opt-out offers".

The network cookies any person that has been to a site but doesn't buy or complete a specific action. Anytime that user visits a site that is part of the ad network, the consumer is shown ads for the merchant site they visited but didn't buy from. The more traffic the merchant site gets and the bigger the ad network, the better the ROI from these types of campaigns.

Some of them can rival the ROI generated by a big brand buying their own brand name in search.

It can put "contextual advertising" programs like AdSense to shame when measured by most any branding or ROI metric, though PPC search & AdSense type programs can help build the pool that gets followed around the net by a behavioral tageting network program.

[jcoronella]

Interesting.

Which networks are offering this? I know Burst just released behavioral targeting a few months ago - run by Tacoda.

[skibum]

Advertising.com has been unbelievably effective for some clients. Generally, the more traffic the site already gets, the more successful the campaign.

[DennyTang]

That is a great combination, similar to what I use.

It's my 3rd day using Burst and it pays really high. Infact, it gave me $45 yesterday instead of the usual $13 from fastclick due to their high CPM banners.

This is my tier
Burst Media> Fastclick> Casale> Mamma Media

If you select a lot of low-paying campaigns from fastclick, put casale first as most of the ads from casale seems to pay more

[jcoronella]

Don't forget to give adsense a try.

[webmastertexas]

It's my 3rd day using Burst and it pays really high.

I've switched almost all of my banners to Burst!, but even so, checking on my stats, it seems Burst! is defaulting to Fastclick about 30-40% of the time. :(