We've recently helped a client whose target demographic was gay males in Canada. The following is a sample Internet ad buy for this campaign.
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DirectionGayQuebec.com
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125x60 button - $250 per month
32,000 e-mails - $640 per e-mail
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Reaches 250,000 per month
Avg CPM: $1.52
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365gay.com
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125x90 button - $400 per month for 50,000 impressions
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Reaches 75,000 per month
Avg CPM: $11.56
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GayCanada.com
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125x240 vertical banner - $595 per month
20,000 e-mails - $1000 per e-mail
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Reaches 62,100 per month
Avg CPM: $12.26
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GayVancouver.net
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125x125 button - $43.13 per month
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Reaches 21,000 per month
Avg CPM: $2.08
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Total Banner Ad Reach:
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408,100 gay Canadian individuals
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Total E-mail Reach:
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52,000 gay Canadian individuals
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Total Cost Per Month:
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$2,928.00 USD
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Note 1: What is a CPM? CPM stands for Cost Per Thousand.... it as an advertising industry standard used to price out how much it costs to deliver 1,000 ad impressions in any type of media (Internet, Print, Television, etc.). Thus, if it costs an average of $10 CPM on any given web site, that indicates that the cost to deliver 1,000 ad impressions on that site is $10. A $10 ad buy is a bit unrealistic, however. Most sites deal with a minimum of at least $50 to $100 per month in a typical ad buy, and the larger sites (those reaching 100,000+ people per month) often deal with a minimum of $500 to $1000 per month.
Note 2: What is an Impression? An ad impression is a way of measuring how many times your ad is viewed by someone online. A typical site may have 10 pages, and if your banner is on the top of all 10 of those pages, and one site visitor views all 10 pages, then you have received 10 ad impressions for that 1 person's visit. If 1000 site visitors do the same thing in one month, you will have received 10,000 ad impressions. If the site's CPM was $10, then you would have paid $100 for those 10,000 ad impressions to reach 1,000 people.
Note 3: The above is an example only. Your specific campaign will have its own mix of sites to advertise on, and your own selection of how many ad impressions you wish to purchase.
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