- "The average cost to reach 1,000 people with an online display ad
fell to about $11.50 at the end of 2011 from $13.35 in late 2009,
according to SQAD Inc., which tracks negotiated ad deals. In July 1998,
Yahoo was getting about $25 per thousand, according to The Wall Street
- "advertisers pay an average of $23.54 to reach 1,000 viewers in that
age bracket, versus $9.57 per 1,000 over the age of 35.", NY
Times Magazine, Oct. 13, 2002.
- 'Pop-Under" Ads
click off web surfers, Fox News, July 6, 2001.
In 2000, he said, the price was somewhere around $85. In
2001, it's been about $1 or $1.50.
Rides Now Passť on Information Highway (NY Times, May 1, 2001)
Mr. Talbot says he thinks Salon will take in $2.50 per free user a year
from ads, perhaps more if the company's moves to increase the size and
intrusiveness of its advertising catch on.
Marketers Find Internet Opens New Avenues to Customers (NY Times,
March 26, 2001)
- Red Face for the Internet's Blue
Chip (NY Times, March 11, 2001)
A banner is nothing more than a highway billboard, a reminder message,"
said Richard V. Hopple, a former ad agency executive and now chief
executive of Unicast, an advertising technology firm. "We know what
outdoor is worth: $2 per thousand." By contrast, prime-time television
advertising sells for $17 per thousand audience members, according to
The Myers Report. Yahoo recently dropped its list price for general
banner ads from $16 to $8 per thousand impressions, although ads in
certain high-demand places can go for as much as $80 a thousand.
Ad Banners Suck Less, Feb. 2001
State of the Internet", on Internet advertising models (Jan. 2001)
Now Interrupt Your Browsing for This Commercial Message", NY Times,
Dec. 18, 2000
Unicast licenses its technology to Web publishers and advertising
networks for a fee of $5 for each thousand advertisements that run.
Publishers and advertising networks then sell the opportunity to
advertisers for $35 to $90 for a thousand advertisements. ...
According to Ms. Shaw of Unicast, more than 12 percent of the viewers
who saw the sheep advertisement clicked on it - much higher than the
industry average of less than 1 percent for standard banner
advertisements. On average, Ms. Shaw said, click-through rates for
superstitials are about 6 percent.
is banner advertising?: explains CPM, click-through, costs and
- FastInfo: agreements on ad
placement, size, measurement (redirection)
- Media Metrix: top-50 web
pages and sites
gets 780 million page views per day
- "Internet research firm Jupiter Communications expects banner ads to
represent $4.4 billion a year in Web advertising revenue. ... Click
rate is now about half the level of 1.35 percent that surveys measured a
year ago, meaning people on average now click on a particular ad fewer
than once in 100 viewings."
June 7, 1999
- "[A]dvertisers spend an estimated $100 billion plugging goods and
services to America's 100 million households. ... [T]he New York
Times--which makes you give demographic information in order to register
for the site--charges four cents for a banner ad that's shown to
everyone and six cents for one that is targeted."
April 16, 1999
- "The cost of placing banner ads on Web sites is finally falling,
with the average price per 1,000 online "impressions" down 5.6% in
December 1998 from a year earlier. Meanwhile, the click-through rate
(the percentage of viewers who actually click on a banner ad to find out
more information) is down as well. According to the CEO at Agency.com,
the current rate is 0.5%, down from 1% a year ago and 2.5% two years
ago." (Wall Street Journal 24 Feb 99, Edupage)
- According to a report released last month by Coopers & Lybrand,
Internet ad revenues totaled $351.3 million for the first quarter of
1998 -- $222 million more than in the first quarter of 1997 -- putting
the medium on track to break the $1 billion mark for the first time.
(By comparison, newspapers sold $41.2 billion in ads last year, while
broadcast television sold $37.1 billion.) NYT, 07/26/98
- Web advertising terms
- $275 million spent in 1996 seems considerable, it was still an
insignificant portion of the estimated $173 billion spent on advertising
in the United States last year. NYT
(shows top ten advertisers and sites)
Despite a premium pricing of $75 CPM, or cost per thousand, ZDNet
expects the extramercials [sidebar] to be popular among advertisers who
have been dissatisfied with the limited opportunity to present
information in banner ads, which usually require users to leave the site
to learn more about the ad.
The current average price of Internet advertising is about $36 CPM.
The Company's standard rates for banner advertising
currently range from approximately $6.00 per thousand impressions for
run of network to approximately $90.00 per thousand impressions for
highly targeted audiences and properties.
(Yahoo 1998 annual report)
- Advertising rates (NYT 04/08/96): $5.50/1000 viewers for TV, $3.00/1000
viewers for cable
- Web advertisers charge closer to $25 per thousand impressions.
by Henning Schulzrinne