Digital Display Advertising 101

Paid Digital Media is 90% common senseI have ads and money; site publisher has an audience. Let’s talk.

Media buzz words - Visitors, Page Views, etc.

Ad units - IAB standard sizes

CPM = “cost per thousand (ad impressions)”

CPM is negotiated/auctioned; find an average

Advertiser/Publisher have total control over what appears where, when and under what conditions:

start date, stop date, time of day, geographic, etc.

Digital Display Advertising 101

Online Media Kits (rates, units, limitations, audience profile, on- & off-line products, etc.)http://www.texasbar.com/AM/template.cfm?section=advertise_with_us

RFP (Request for Proposal)

Trade reports and proprietary research plus market demand set the rate (price) boundaries that underpin negotiations

Digital Display Advertising 101

Banner Ad

New ad appears for each visitor (“ad rotation”)

TexasBar.com

Visit the site & hit the “Refresh” button a dozen times

Digital Display Advertising 101

$20 CPM

45 X $20 = $900

There are 45 “thousands” in 45,000 (impressions)... so

TexasBar.comRate Card

Digital Display Advertising 101

UT home page is seen 200,000 a day

Visitors typically look at five pages, then leave

Digital Display Advertising 1010. UT is the publisher with space

1. Choose a CPM (a premium audience)

2. 200,000 daily page views = 200 “thousands”

3. Multiply 200 X $CPM to get daily revenue

4. Multiply that by 365 days for annual revenue

5. Multiply that value by the number of ads that fit on the home page

6. You now have an estimate for revenue tied to one page on the entire utexas.edu web site

7. Does utexas.edu have more than one page?