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Geo-target $ premium
My clients are asking for geo-target advertising options on our Web site. What kind of premium (over rate card) should I be asking/getting for geo-targeted web campaigns?
Replies to This Discussion
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Permalink Reply by Keith Gregory on -
I've got a fairly high CPM on the site I help sell for, but I have usually applied a 10 or 15% premium, figuring most advertisers are used to this from premium print positioning. Mind you, my site is B2B, and I have tried to avoid getting 'too' geo, e.g., California vs. So Cal.
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Permalink Reply by Kerry Smith on
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Because micro-targeted web ads will likely reduce traffic and click-thrus (since the audience will be smaller than a larger buy), the advertiser's ad will be theoretically "up" for a much longer period of time. I would charge a 20% premium, plus perhaps a "set up" charge to offset programming time and ad serving programming.
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