Guessing the CPM on these sites is the tricky part. TBWA/Chiat/Day probably has a good relationship with all three sites as they likely run ads in their offline equivalents. Let's account for some savvy negotiations and say the CPM is in the range of $15 - 40 per site for this placement.
And in this big of a buy, I'll bet that the publisher site is covering the PointRoll serving fee, but we can put this in the range of $0 - $2.50.
LOW estimate: 5302M * $15 = $79,530 per site HIGH estimate: 5302M * ($40 + $2.50) = $225,355 per site
=== LOW TOTAL COST = $238,590 USD
HIGH TOTAL COST = $676,065 USD === Conversions: AUD range $366,892 to $1,039,620
EUR range €188,698 to €534,692
GBP range £158,048 to £447,843
*** It'd be great to get some other input here because I've made some broad (probably inane) assumptions. Anyone else have thoughts? ***
Carolyn
· 1 year ago
If this is a fixed roadblock on the homepage and lets say they get like 500K visits in one day... it would be about $20K to own those spots for the day. That's my educated guess anyway : )
tetuanrp
· 1 year ago
Actually upwards of 200k . . .
scott
· 1 year ago
wow. they actually included a call to action at the end of their banner.
philbonnel
· 1 year ago
A few years back I remember trafficking an ad to the Yahoo networks homepage "masthead east" (smaller unit with no sound)that was 400K for the day. Granted, Yahoo is going to charge more than the NYT, but 200k seems more accurate to me.
All Comments
START: Let's make this easy and assume they ran these ads on CNN.com, NYTimes.com and Wall Street Journal (WSJ.com):
a) CNN.com daily uniques --
~5MM (Source: TechCrunch, http://tinyurl.com/5nt4jj)
b) NYTimes daily uniques --
~66MM (Source: Editor & Publisher, http://tinyurl.com/5kqr5o)
c) WSJ.com daily uniques --
~236M (Source: Dallas Morning News, http://tinyurl.com/6xnwfv)
===
TOTAL UNIQUES: 5,302,000
===
Guessing the CPM on these sites is the tricky part. TBWA/Chiat/Day probably has a good relationship with all three sites as they likely run ads in their offline equivalents. Let's account for some savvy negotiations and say the CPM is in the range of $15 - 40 per site for this placement.
And in this big of a buy, I'll bet that the publisher site is covering the PointRoll serving fee, but we can put this in the range of $0 - $2.50.
LOW estimate: 5302M * $15 = $79,530 per site
HIGH estimate: 5302M * ($40 + $2.50) = $225,355 per site
===
LOW TOTAL COST = $238,590 USD
HIGH TOTAL COST = $676,065 USD
===
Conversions:
AUD range $366,892 to $1,039,620
EUR range €188,698 to €534,692
GBP range £158,048 to £447,843
***
It'd be great to get some other input here because I've made some broad (probably inane) assumptions. Anyone else have thoughts?
***