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Blog Monetization presentation from the 2011 Santa Monica International Food Blogger Conference.
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Online AdvertisingBarnaby Dorfman
Monetization
I know that half of my advertising dollars are wasted … I just don’t know which
half.-John Wanamaker
The Promise for Advertisers
With Online Advertising the Impact of All Dollars Can be Measured
Definitions
– Impression: The Viewing of an Ad by a person– CPM: Cost per Thousand Impressions– CPC: Cost per Click– eCPM: Effective Cost per Thousand– CPA: Cost per Acquisition– CRT: Click Through Rate– UV: Unique Visitor– Visit: A Single Website Session by a User– PV: Page View– PPV: Pageviews per Visit– House Ads: Unsold, Self-Promotion Spot
Advertorial
• Sponsored – Blog Posts– Email– Twitter/Facebook
• Set a base flat rate
DISCLOSEDISCLOSEDISCLOSE
Display Advertising
Begin with
Design Review
To Create Inventory
Choose Creative Types
• Banners• Popups/Popunders• Takeovers• Multimedia/Video• Social Media
http://www.iab.netInteractive Ad Bureau
Selling: Use a Mix for Max $
Direct Selling
Targeted Networks&
Agencies
Broad Networks“Remnant”
$
Volume
Broad Networks• CPMs: $1-3• Can be Total Autopilot• Less Control
Targeted Ad Networks & Agencies
• CPMs: $2-$5• More Control (usually)• Read the Contract• Watch Out for Exclusives
Direct Selling
• CPMs: $5-$10+• A Lot of Work• Total Control• Leverage Relationships• Create a Media Kit– Traffic– Audience Demographics– Editorial Calendar– Creatives Available– Pricing?
Delivering Advertising
Double Click for Small Businesswww.google.com/dfp/sb
Numbers
“It was my understanding that there would be no math”
So How Much Can You Make?It Takes a Lot of Traffic
• Assume • 100,000 Monthly Unique Visitors• 2 Visits per Month • Average 2.5 PageViews per Visit
• Equals 500,000 Pageviews/MonthAd Type RPM/eCPM Monthly Income Annual
Income
Adsense $1 $500 $6,000
Targeted Network $3 $1,500 $18,000
Direct Sales $10 5,000 $60,000