Forum Moderators: phranque
What kind of cpm rates do targeted sites get these days (range?). Are advertisers interested at all in banner ads?
I need to know as much as I can find out, and would appreciate any directions given.
Rates vary wildly and depend mostly on your site's content, the type of audience it attracts and the amount of traffic it gets. Generally, if you deal directly with a site, the CPM will be higher than if you go via a network. People have rate card prices (i.e. those only newbies would pay) and generally negotiate down. Different placements on the site and different banner types would usually have a different price structure. "Premium" sites,could charge up to £25 or even £50 CPM here in the UK. These are sites with a lot of traffic and a strong brand advertisers may be interested in being associated with. They can also be those sites frequented by ABC1s, etc.
Often, those same sites will sell their unsold inventory via a network or a reseller for a fraction of the price.
When buying through a network, paying £1-£3 CPM is pretty common. Some sites only charge that for CPM even if you go directly.
Having a targeted site helps increase the rate, but some sites are at a disadvantage. Dating or social networking sites, for example, have long sessions with relatively low uniques compared to page views. This will make their traffic less valuable than say, a news site with lots of new eyeballs every day.
If you are looking to sell space on your site, work on your brand and your demographic breakdown. The big bucks are in marketing your site to people who are used to dealing with offline advertising, which is less direct response and more brand association and demographics. Also consider offering a tenancy rate on the rate card in case people want exclusive positioning.
Hope this helps.
