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What kind of information is important to get in front of advertisers? In conjunction with the “new visitor” and “returning visitor” reports, you can provide realistic audience reach and loyalty reports to your customers. It’s recommended that you show advertisers these numbers as you experience growth. You can include a copy of the monthly site traffic summary with the advertiser’s 30-day performance reports for individual campaigns. When pricing bundles with print and online, your extended reach including print circulation and daily unique visitors can be used to help determine your value proposition.
What numbers should local ad staffs look at? Each month, look for changes in page views, daily unique visitors and overall visits. Increases in any of these areas are positive stories to tell advertisers. Traffic will have natural fluctuations daily, weekly and seasonally. Watch for trends and mark milestones in site growth.
How will page views impact my rate card? The total number of page views will determine the structure of your rate card, the available impressions and the CPM (cost per 1,000 impressions).
What are impressions? They are the number of viewed ads you can deliver on your site. Your average page has five ad positions, or five potential impressions per page view. Ads can run throughout the entire site or be targeted to a specific content section relevant to an advertiser’s desired audience.
The ratio of impressions guaranteed to the total impressions available determines the advertisers’ “Share of Voice” or the value of the impressions.
Sections or sites with fewer impressions can offer a higher “Share of Voice” ratio with fewer page views and receive a higher CPM.
Higher trafficked sections or sites will need to deliver more impressions to achieve significant
“Share of Voice” and generally offer a lower CPM.
RATE CARD
What should we consider when setting up a rate card? There are three things to focus on: local market and competition, share of voice and resources on the local level.
Here are some general guidelines:
Small sites (100,000 page views per month) | Are not guaranteed impressions, but the ad positions available are based on a $35 CPM and divide out the average impressions. Price points for packages range from $100 to $300. Some of the small sites are creating bundles with print to build the comfort level of the local sales reps.
Midsize sites (100,000 to 1 million page views per month) | Are guaranteed impressions (over deliver by 25 percent) and targeted by sections. Premium positions and targeted sections are generally $35 CPM. In markets with stronger competition, they are including additional features (SEO, IYP, etc.) instead of lowering CPM. Price points range from $100 to $750.
Larger markets (1 million page views and more per month) | The CPMs are lower because of the volume necessary to provide a significant Share of Voice. CPMs range from $8 to $20 (depending on markets). Price points range from $150 to $1,500.
Should there be customization to the rate cards? The pricing and CPM are more of a guide to help locations capitalize on their extended reach.
Who can help us with our online rate card? Additional training and promotional materials for total audience and the value of the combined print and online reach are available. Contact your regional coordinator for more information.
What kind of information is important to get in front of advertisers? In conjunction with the “new visitor” and “returning visitor” reports, you can provide realistic audience reach and loyalty reports to your customers. It’s recommended that you show advertisers these numbers as you experience growth. You can include a copy of the monthly site traffic summary with the advertiser’s 30-day performance reports for individual campaigns. When pricing bundles with print and online, your extended reach including print circulation and daily unique visitors can be used to help determine your value proposition.
What numbers should local ad staffs look at? Each month, look for changes in page views, daily unique visitors and overall visits. Increases in any of these areas are positive stories to tell advertisers. Traffic will have natural fluctuations daily, weekly and seasonally. Watch for trends and mark milestones in site growth.
How will page views impact my rate card? The total number of page views will determine the structure of your rate card, the available impressions and the CPM (cost per 1,000 impressions).
What are impressions? They are the number of viewed ads you can deliver on your site. Your average page has five ad positions, or five potential impressions per page view. Ads can run throughout the entire site or be targeted to a specific content section relevant to an advertiser’s desired audience.
The ratio of impressions guaranteed to the total impressions available determines the advertisers’ “Share of Voice” or the value of the impressions.
Sections or sites with fewer impressions can offer a higher “Share of Voice” ratio with fewer page views and receive a higher CPM.
Higher trafficked sections or sites will need to deliver more impressions to achieve significant
“Share of Voice” and generally offer a lower CPM.
RATE CARD
What should we consider when setting up a rate card? There are three things to focus on: local market and competition, share of voice and resources on the local level.
Here are some general guidelines:
Small sites (100,000 page views per month) | Are not guaranteed impressions, but the ad positions available are based on a $35 CPM and divide out the average impressions. Price points for packages range from $100 to $300. Some of the small sites are creating bundles with print to build the comfort level of the local sales reps.
Midsize sites (100,000 to 1 million page views per month) | Are guaranteed impressions (over deliver by 25 percent) and targeted by sections. Premium positions and targeted sections are generally $35 CPM. In markets with stronger competition, they are including additional features (SEO, IYP, etc.) instead of lowering CPM. Price points range from $100 to $750.
Larger markets (1 million page views and more per month) | The CPMs are lower because of the volume necessary to provide a significant Share of Voice. CPMs range from $8 to $20 (depending on markets). Price points range from $150 to $1,500.
Should there be customization to the rate cards? The pricing and CPM are more of a guide to help locations capitalize on their extended reach.
Who can help us with our online rate card? Additional training and promotional materials for total audience and the value of the combined print and online reach are available. Contact your regional coordinator for more information.
