Regularly Booked Media

Example: Premium networks such as MSN, Yahoo!, ESPN, AOL, Fox, MSNBC
Benefits: Advertiser selects where they want to run and are guaranteed a certain number of impressions, placements are usually higher quality
Disadvantages: Placements may be too generic for your message, can be expensive on some networks

$: $4.00 CPM

Premium Booked Media

Example: running a roadblock (advertiser owns all placements on a particular page: Ex 300x250 and 728x90 on foxsport.com) for 24 hours, also known as 100% SOV (share of voice)
Benefits: High impact, high visibility for your brand
Disadvantages: can be expensive, if ads are incorrectly targeted the campaign will have low CTR

$: $75,000 for 24 hours

Homepage Placement – Standard

Example: advertiser runs on the MSN/Yahoo! Homepage for 24 hours. No rich media is involved (ad does not expand or have video)
Benefits: Huge impact, highest visibility of any display ad, high reach
Disadvantages: Expensive, if creative is not great/relevant/attractive the ad may not reach the campaign objectives

$: $200,000 for 24 hours

Homepage Placement – Rich Media

Example: advertiser runs on the MSN/Yahoo! or other premium network homepage with an over-the-page concept (creative expands out of the 300x250 space and covers the content of the page for up to 8 seconds)
Benefits: Huge impact, high visibility, high user interaction rate
Disadvantages: Very expensive, many advertisers do not want to use this much money for one placement for only 24 hours, if creative is not executed correctly it can result in a poor user experience

$: $500,000 for 24 hours

Ad Network

Example: remnant inventory that is purchased by a third party and then re-sold to advertisers at a deep discount. Usually bundled in RON placements, the advertiser will not know exactly where they are running; DrivePM, Microsoft MMN, adnetwork.com
Benefits: Can reach wider audiences, cheap inventory
Disadvantages: Advertiser does not has as much control over where their ads will be running, inventory is remnant: everything else that wasn’t already purchased through regularly booked and premium booked media, Impressions may not be guaranteed

$: .75 CPM

Mobile

Example: Advertisements that are displayed on mobile web pages on a PDA/smart phone
Benefits: Ads “move” with the consumer, mobile audience is increasing rapidly, emerging technology
Disadvantages: Creative may not be as engaging as conventional flash ads, can be expensive

$: 20.00 CMP

Video Pre-roll

Example: Viewer goes to MSN Video to watch a clip from the Today Show and is served a :15-:30 pre-roll ad before video begins
Benefits: User is encouraged to watch pre-roll content as there is no fast forward as with DVRs, creative is more engaging than flash ads because there is sound, tends to have higher user engagment
Disadvantages: Advertisers are comparing CPMs of online video vs. television advertisements and questioning why online is so much more expensive

$: $25.00 CPM

Incremental cost to add demo or behavioral targeting?

Example: Running any of the above placements but targeting them to a specific demographic (gender, age, geo, behavior…)
Benefits: Ads are displayed only to relevant consumers: more relevant message = higher CTR, higher user engagement, lift in brand awareness,
Disadvantages: the incremental costs may not outweigh the increased CTR, inventory may be limited – depending on how specific the target audience is

$: additional $2.00 CPM on above rates

In-game

Example: Xbox live in game advertisements
Benefits: In game ads are displayed every time the game is played, timeless advertising
Disadvantages: Expensive, doesn’t work well with every brand/product

$: $250,000

CPM = Cost Per Thousand. Impressions, which are the number of times an ad is seen on any given page, are measured in CPMs.

Pricing Guide