Home pages stuffed with a variety of ad sizes, rotating customer messages with each page view, may not be the best way to go. In this case, publishers may be confusing quantity for quality and a client’s brand impact is getting lost in the clutter. According to Ari Rosenberg, principal and sales consultant at Performance Pricing, fixed placement ads in the form of roadblocks, where a client gets 100 percent share of voice for a fixed period of time on specific pages can not only be an easier sell, but also offer the client immediate recognition and branding impact.
In a session at the recent Folio: Summit in Chicago, Rosenberg suggested offering a package pairing a 728 x 90 leaderboard and a 300 x 250 medium rectangle on your home page and main navigation pages. Make those the only ads appearing on the page, guaranteeing your client 100 percent share of voice for your highest trafficked pages. Sell them for one-week time-frames. Here’s how to do it.
Get with your Web developer and estimate traffic to the specific pages you will offer the roadblock packages on. Based on your understanding of your market, determine a CPM, then figure out a cost to advertise. For example, if estimated impressions for a page are 450,000 during the first week of April, and you charge an $18 CPM, your cost to advertise is $8,100 per week (CPM x impressions = 1,000).
"You’re taking your premium inventory and packaging it," says Rosenberg. "This model forces a cost and it’s a very easy product for print sales to sell. It’s got a fixed cost. Plus, it makes it easy for advertisers to see their own ads."
Another benefit to this type of package is you can make more money because you’re forcing the purchase of all traffic over a one-week period. In any other deal, your customer will not likely be buying all 350,000 impressions. In the above example, if you’re able to command a 100 percent sellthrough for the entire year, your annual revenue cap is $421,000. And that’s just for the home page and main navigation pages. Selling the rest of the site;sub-pages and article pages, for example;at a standard run-of-site CPM deal is gravy. Plus, there’s no annoying ad-rotation; a higher brand recall; no clutter; and the package is easier to sell and more expensive to buy.