Cost Per Impressions Advertising

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by Michael Wong

Click here for an explanation of what Cost Per Impressions or CPM advertising is.

Below is a list of advertising networks where you can sell banner impressions. These networks usually represent a network of websites. If you sell your banner impressions via one of the networks, expect to pay 40-60% commission to the network.

These advertising networks are best for selling remnant impressions that you can't sell. The rates you are likely to get is quite low, usually in the region of $1-4 CPM.

I have a theory that getting your site listed in these advertising networks can help to attract new advertisers. Most of the big advertisers use one or more of these networks. I believe they usually scour the listings to see what sites and spaces are available, which means your site might catch their attention.

Flycast Network
Flycast reaches than 22 million people per month. They accept rich-media ads and support HTML, JavaT, Narrative's EnlivenT, VADzT, Real AudioT and Real VideoT, First VirtualT, AudiobaseT, and Thinking MediaT, audio, video, and more.

Your site must provide a minimum of 100,000 impressions per month or 2% of your total inventory, which means your site must generate in excess of 5 million impressions a month! Takes 40% commission.

eBoz! is part of the Flycast network. I simply add their banners when I have any unsold space. On average, they pay approximately $4.20-4.60 CPM, which isn't a lot, but better nothing! The great thing is that they seem to be able to offer as many impressions as you can display and I've never had any payment problems.

I've noticed that they also mix in a selection of pay per click banners. But I think their software works out which types of banners get a higher click-through rate in my site and tries to display them accordingly. As a result, some of the click-through rates have been as high as over 14%. When you consider the industry average of just over 1%, the results are pretty amazing.

I have no hesitation in recommending Flycast, if you can get your site accepted. I don't recommend that you rely solely on serving their banners, as the CPM rates are quite low.

24/7 Media
The 24/7 Network has more than 150 high-profile sites, reaching more than 50% of the U.S. online audience and their global networks represent more than 275 sites covering more than 20 countries, delivering hundreds of millions of ad impressions a month.

They only accept sites that generates 1 million+ impressions per month.

Adsmart Network
The Adsmart Network is comprised of more than 200 Web sites and 1.2 billion monthly impressions. CPM range from $15-60. Your site must have a minimum of 2,500,000 monthly page views/impressions.

Adauction.com
Adauction.com offers quality, branded web sites, print publications and other media properties in an auction format. Your site should have at least 1,000,000 impressions per month and 100,000 unique users. If your site does not match these guidelines, they still encourage you to register. They are always looking for sites with unique target audiences and may still be interested in your inventory.

BURST! Media
Burst sound ideal for smaller websites, but be careful of signing up to a long term contract. If they can't sell your banner impressions, you're still stuck with them. They accept sites with a minimum of 5000 page views per month. A non-exclusive site gets 50% of ad revenue, with a one year exclusive contract for 60%, and a three year exclusive contract for 70%.

ClickThrough Network
Offers bilingual (English & French) ads in its network of Canadian sites and sites outside Canada with its alliance with 24/7 Media. They only accept Canadian Web sites.

DoubleClick
Offers over 1500 sites in 17 countries worldwide with run-of category buys, or cost-per-action. DoubleClick Local offers Internet advertising solution for regional and local businesses. CPM rates from $12 to $70. Sites must currently receive at least 1,000,000 impressions per month, and have been active for at least six months. Offers exposure to an established base of over 2400 advertisers.