Tags: Direct ad space sales bring in some of the highest revenues but also require the greatest effort to arrange. In Scott’s recent interview, Jeremy from Shoemoney describes how he sells ad space on his blog using a fixed price monthly tenancy rather than using CPM, CPC or CPA rates.
Have your say… What’s the best way to do direct sales? What factors affects your choice?
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Update, the results are in:
Q: When you sell ad space on your site directly to advertisers, how do you sell it?
| 45% | CPM | Payment based on the number of times the ad is displayed |
| 38% | Tenancy | Payment based on displaying ads for a fixed period of time, regardless of the number of impressions |
| 13% | CPC | Payment based on the number of visitors who click on the ad |
| 4% | CPA | Payment based on visitors which click on an ad and go on to purchase a product / service |
Early results are in, it seems that tenancy is quite popular accounting for almost 50% of the all responses.
What the main reasons for choosing to use tenancy? I suspect that for small publishers it’s a matter of practicalities. It requires less sophisticated measurement performance measurement tools and makes the number of contracts more manageable.
What do you think?
Comment by Oliver George — August 17, 2007 @ 1:03 pm
The best option would be to offer all options and let the advertiser decide how he or she wants to buy advertising. And let the publisher be able to set what advertising options he or she wants to offer.
Comment by Fahd — September 29, 2007 @ 12:36 am
Fahd: my experience is that advertisers/buyers don´t want too many options, so I wouldn´t opt for such a modell in order not to scare them away
Comment by Italienaren — August 22, 2008 @ 6:39 am