Industry website: http://www.knowthis.com/tutorials/principles-of-marketing/advertising/1.htm
Industry overview:
Companies in the advertising industry control pricing by explicitly defining the rates and amount of space for ads shown. Rates differ based on ad specification such as 728x90 leaderboard or billboard, type of industry, day of week, form of advertisement, and region. Though there are many different forms of advertising from online to print to video, the pricing scheme holds true for all. Companies are able to leverage the space of their content and price advertisements accordingly.
Google AdWords allows all interested parties to advertise their product/service throughout Google and its advertising network. Though advertisers decide how much they want to spend, the company informs advertisers that they only pay when a user clicks on their ad or their ad receives an impression. The cost per click and impression varies based on the popularity of the keywords for the ad. In addition, the amount of time an ad appears depends on the advertiser's daily budget. Once the daily budget runs out, the ad will no longer show.
New York Times (http://nytimes.com)
The New York Times offers advertisers various forms of media to utilize, ranging from newspaper to magazine to online. The company defines rates by industry category, ad specs, region, and whether the ad is to be shown during the weekday or weekend. For example, the New York Times charges performing arts advertisers $755 to run a 1 page, nationwide weekday ad. According to the New York Times, 71% of its magazine readers have taken action in response to the ads they have seen in the magazine.
Example of rates: http://www.nytimes.whsites.net/mediakit/pdfs/newspaper/rates/2009/RateCard_A&E09_EW3.pd
The New York Times offers advertisers various forms of media to utilize, ranging from newspaper to magazine to online. The company defines rates by industry category, ad specs, region, and whether the ad is to be shown during the weekday or weekend. For example, the New York Times charges performing arts advertisers $755 to run a 1 page, nationwide weekday ad. According to the New York Times, 71% of its magazine readers have taken action in response to the ads they have seen in the magazine.
Example of rates: http://www.nytimes.whsites.net/mediakit/pdfs/newspaper/rates/2009/RateCard_A&E09_EW3.pd
The San Jose Mercury News offers print and online advertising. Advertisers can choose whether to advertise only online or both online and through its newspaper. Private parties can also advertise their events through classified ad listings. Prices for ads range based on ad specs, day of week, and industry. The San Jose Mercury News offers different pricing for retail, national, and national-telecom.
NBC.com (http://nbc.com)
NBC.com offers a unique form of advertising as the company heavily promotes the usage of video advertisements. Advertisements can be shown either on the nbc.com main page or within commercial breaks of online episodes. NBC charges for its video ads based on cost-per-impression, the duration of the ad, and the specific show that the ad will be seen. The company charges higher rates for more popular shows such as 30 Rock and The Office.
NBC.com offers a unique form of advertising as the company heavily promotes the usage of video advertisements. Advertisements can be shown either on the nbc.com main page or within commercial breaks of online episodes. NBC charges for its video ads based on cost-per-impression, the duration of the ad, and the specific show that the ad will be seen. The company charges higher rates for more popular shows such as 30 Rock and The Office.
Interesting. How did space and time with Google change while you were working there? Is it different now?
ReplyDelete