Media buy negotiation

megatabbers

megatabbers

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Jul 21, 2009
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Boston, MA
Ruck's posts on media buying kicked my ass into gear this weekend and I started contacting sites for buys. Got a reply today from a very targeted, yet low traffic site for $75/month (~ 1,200 pageviews/day; ~ $2.08 CPM).

While the price is decent, the site owner is offering a 150x150 top left placement. They are running 468x60 network ads (I think doubleclick) in the top center of the page and that's the spot I truly want.

I will try to get them to let me test that spot. Now, if they agree, does anyone know how much above the $75 is a reasonable offer (i.e. one that makes them more than their current network ads) to run my ad there?

Thanks in advance (plus boobs)...

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Awesome shape!

PS: Start with a smaller media buy to get your feets wet. This site will bring down your server!
 
Hope your negotiation skillz are up to par, those are some big numbers you're working with. Hope you don't lose your skirt on this one!
 
I know the numbers (traffic/money) are small... That's not the point and the $75 is not the issue here you d-bags!

What I'm trying to figure out is how much over would you go in terms of proposed CPM if you're trying to get a site owner to replace their current ads and/or Adsense for your ad.
 
I would throw out $125 based on no scientific evidence. It really depends on the CTR difference between the two ad placements. If the center ad is going to get you twice as many clicks, its reasonable you pay twice as much.
 
some bs in this thread.. all who actually post good info on media buying recommend that small site buys are a great way to get started in the media buy space.

Good luck OP - I do agree though that its such a small amount to pay its definitely worth a test without the risk of losing your ass.

EDIT - picture win +rep
 
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that is veronica zemanova for those that don't know.

468x60 banners are typically the least effective banners. display itself has a low CTR so even with a good ad you are looking at what, around 5 clicks a day? is it even worth investing your time into it with such low traffic?

also we have no idea about the niche you are working in so it's impossible to tell you what a good offer is.
 
mediastar100 said:
some bs in this thread.. all who actually post good info on media buying recommend that small site buys are a great way to get started in the media buy space.
Click to expand...

Exactly. Going direct your first time around, small test, get a feel for your creative CTR and demo, with minimal risk.
 
Is the $75 the rack price they quoted you? If it is then there hasn't been any negotiating yet. Press them on the price of this placement first. Have you scouted the site to see what/who is buying on the site? Are there any others buying the placement that you are after besides doubleclick? Guarantee DC is not paying $2 cpms for this traffic.

+1 for getting out there and exploring the media buying world. I too think that cutting your teeth on small direct buys is the best way to go. Plus if you string a handful of these very targeted buys together then your pockets will be rewarded.
 
Starting small in media buys is great. But $75 is not small. Its a fucken JOKE. If your stupid enough to even consider a $75... you should kill your self.
 
vladb2 said:
Starting small in media buys is great. But $75 is not small. Its a fucken JOKE. If your stupid enough to even consider a $75... you should kill your self.
Click to expand...
Wrong. I've paid $50 for a placement and made $400+ back. Not much I know but it's money.
 
Good work man, it's a small ad buy but if you can double your money you've done good. Better to buy a few smaller ads to start out then expand as you learn the lingo and how to negotiate with sites.
 
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