How to sell your online advertising space
3rd December, 2008 by Alick
Once you’ve taken the decision to sell advertising space on your website to other businesses, there are some important issues to consider:
Brand
Can you sell to advertisers who will provide creative that can do justice to your brand? To safeguard your brand values, you will need to decide what you will allow an advertiser to feature on your network.
Selling
Who will be selling your inventory (advertising space)? What’s your revenue target going to be and what levels of CPMs and % sell-throughs do you need to reach to achieve this? How do your sales team derive prices for your various offerings? What are your costs of sales – and what is your profit margin going to be on your inventory?
Inventory
How will you predict future levels of page views and users? Where are the highest value areas for selling display advertising on your site and what is your strategy for dealing with the high value inventory versus the low value inventory? (The answers to these will also help shape where you might integrate Google text ads or banner inventory sold by third party adservers.) How will you deal with auditing ad delivery and charging clients?
Audience
To what extent (and how/when) will you segment your audience on the site to potentially target advertising?
Sales Programmes
What’s your sales programme going to be? (i.e. what do you sell, and where?) What creative formats will you host on your site? Video/Flash/JPG, IAB or non IAB formats?
Scheduling
Who will manage acquisition of creative from the client and schedule the creative on the OpenX server?
Reporting
What information from OpenX will you make available to clients – and will you allow them access to the system to get this information themselves? Who in your business will monitor both the success of house and client campaigns as well as review the effectiveness of the overall sales programme you settle on?
Contract
What contractual agreements will you enter into with your advertisers? How will you cover yourself against service outages and under deliveries? In your whole ad sales process what are the points of failure and what risks do these present to your business? How do you mitigate these?
Find out more:
> Online display advertising
Based in the UK’s silicon city – Brighton and Hove, East Sussex, contact miggle.co.uk for website development, content management and online media services in the UK and worldwide.
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Tags: advertising sales, Brighton & Hove, East Sussex, online advertising, open X