AdBrite To Add Premium Pricing Option

AdBrite To Add Premium Pricing Option


AdBrite, which itself this week announced
its switch to an auction model after starting in 2004 as a more
conventional ad network, is adding the reserve inventory feature in the
next month in response to agencies' demands for a way to make
guaranteed media buys through AdBrite.

For advertisers, Fanlo liked the new option of being able to reserve a
plane seat ahead of time rather than waiting on stand-by. It's also
similar to eBay's Buy It Now feature, which allows a buyer to purchase
an item before auction at a set price.

Fanlo noted that brand advertisers especially want to lock in inventory
in advance for a promotion or campaign timed to a specific event--such
as a movie opening or product launch. Through AdBrite's Guaranteed
Delivery, marketers would be able to reserve inventory up to a year in
advance.

In addition to purchasing inventory at a set price for specified
inventory, advertisers would be able to cancel ad buys for a full
refund at the highest price levels, said Fanlo. He expects pricing for
reserve buys to range from 20% to 150% above those they would fetch in
the auction process.

なるほど。オークションモデルを出しておいて、

オークション会場の特別シートはプレミアムサービスに用意してあり一本釣りできると。

AdBrite Network Adopts Auction Model

AdBrite Network Adopts Auction Model

AdBrite has grown to a network encompassing 28,000
publishers and brand marketers including ESPN, Estee Lauder, Skechers
and Sports Illustrated.

monthly audience for its ads has rocketed
from 7 million unique visitors to 62 million as of September, according
to comScore Media Metrix data.(By comparison, the ad network with the
largest reach, advertising.com, had 145 million visitors in September.)

しかし、今後スケーラブルに成長するためにということで：

In response to rapid growth, AdBrite is now adopting an auction-based
model for its automated ad network that allows advertisers to bid on a
per-impression basis for ads that can be targeted by criteria including
keywords, geography, demographics, content channel and site quality.
For now, the ad formats are limited to text, banners and interstitials,
but AdBrite plans to add video ads in the coming weeks and eventually
mobile ads.

One of AdBrite's underlying conceits is to allow brand advertisers to
tap into the "long tail" of smaller sites and blogs that they might
otherwise overlook. At the same time, publishers gain the ability to
better monetize their online real estate. "AdBrite 2.0 is all about
extracting a site's brand value," said Fanlo.

AdBrite isn't the only online exchange trying to bring greater
efficiency to Internet advertising. Right Media, which recently
received a $45 million venture investment led by Yahoo, operates an
online ad marketplace that allows publishers and ad networks to auction
unsold inventory to the highest bidder. It involves about 60 ad
networks representing 8,000 publishers and 3,000 advertisers.

But Fanlo said AdBrite--which he expects to have revenue of about $20
million this year--is more focused on working directly with publishers
and advertisers rather than ad networks.