Questions about Media Buys, help needed!

bryanw · 11-03-2009, 07:55 AM

Hello,

I just start media buys, I have some questions and appreciate your replies.

1. How Ad Server works? Take Zedo for example,
"Company will pay ZEDO full term up front including all minimum monthly payments (“Monthly Minimum”) of $1,000 each (we have waived the one-time Setup and Training fee of $1,500), which totals $12,000."

What does this mean? I must spend $1k advertising at least each month? And prepay $12k when signing the IO? This $1k is not the rent fee for ad server, right?

2. I read a lot about out clause, for example 72 hours. Does it mean I can stop advertising in 72 hours and get full refund of non-spent deposit?

3. How to advertise on Fastclick or Burst Media? I applied for them, but not get accepted yet. Prepay the advertising spent or credit(post pay)?

Thanks a lot for your kind reply!
Bryan

JasonHicks · 11-03-2009, 11:04 AM

If you do RON, instead of going direct to sites... you're probably going to get burned.

Networks will give you a lot of junk traffic sometimes. Better of going directly to a site and getting ahold of the owner asking for a spot.

And I wouldn't bother even thinking about media buys unless your ready to drop at least 20k plus. If you do a really small buy it's hard to get enough data to optimize and what not.

About the out-clause... you will get a refund, but not on the 2 days or so it already ran.

erin1234 · 11-04-2009, 04:55 PM

Burst Media is huge with display advertising. You may need to pre pay a month or two until they know that you are a good at paying your bill, but I suggest trying to get a line of credit with them. That way you only pay for the clicks or impressions that were actually delivered every month and will be sent an invoice. Small buys are hard to optimize because the traffic is so low. If you are set on doing a small buy, then set it up all lump sum. That way the campaign manager can shift impression into the best performing unit with out having the IO revised every time and it will help the overall performance of your campaign.

markclimins · 11-04-2009, 05:49 PM

I think you'll lose that 12k pretty fast....do direct media buys instead. Real media buys are for people who can lose 12k left and right like its nothin, just like people who do PPC can lose 25 to 50 cents on a click like it's nothin.

Cash37 · 11-04-2009, 07:23 PM

You are not ready for Media Buys yet.

thuxen · 11-05-2009, 03:43 AM

^ What he said.

TheScalper · 11-05-2009, 07:08 AM

I just like to add that I've read also a lot about media buys in the last time...

You often read something about the "24/48h out clause" but in my experience it has nothing to do with real media buys. Over here in Europe I've contacted several big media publishers and there you'll never get this out clause in your contract. But you can make sometimes a "smaller" deal about 4 or 5k $ at first. Perhaps it's different to the US but I wouldn't take these rules as essantial necessary - sometimes you get a smart deal on other ways....

11-03-2009, 07:55 AM	#1
bryanw Warrior Member Join Date: Jul 2007 Location: , , . Posts: 11 Thanks: 2 Thanked 0 Times in 0 Posts	Questions about Media Buys, help needed! Hello, I just start media buys, I have some questions and appreciate your replies. 1. How Ad Server works? Take Zedo for example, "Company will pay ZEDO full term up front including all minimum monthly payments (“Monthly Minimum”) of $1,000 each (we have waived the one-time Setup and Training fee of $1,500), which totals $12,000." What does this mean? I must spend $1k advertising at least each month? And prepay $12k when signing the IO? This $1k is not the rent fee for ad server, right? 2. I read a lot about out clause, for example 72 hours. Does it mean I can stop advertising in 72 hours and get full refund of non-spent deposit? 3. How to advertise on Fastclick or Burst Media? I applied for them, but not get accepted yet. Prepay the advertising spent or credit(post pay)? Thanks a lot for your kind reply! Bryan

11-03-2009, 11:04 AM	#2
JasonHicks Active Warrior Join Date: Oct 2009 Posts: 53 Thanks: 0 Thanked 6 Times in 5 Posts	Re: Questions about Media Buys, help needed! If you do RON, instead of going direct to sites... you're probably going to get burned. Networks will give you a lot of junk traffic sometimes. Better of going directly to a site and getting ahold of the owner asking for a spot. And I wouldn't bother even thinking about media buys unless your ready to drop at least 20k plus. If you do a really small buy it's hard to get enough data to optimize and what not. About the out-clause... you will get a refund, but not on the 2 days or so it already ran.

11-04-2009, 04:55 PM	#3
erin1234 Warrior Member Join Date: Sep 2009 Posts: 5 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Questions about Media Buys, help needed! Burst Media is huge with display advertising. You may need to pre pay a month or two until they know that you are a good at paying your bill, but I suggest trying to get a line of credit with them. That way you only pay for the clicks or impressions that were actually delivered every month and will be sent an invoice. Small buys are hard to optimize because the traffic is so low. If you are set on doing a small buy, then set it up all lump sum. That way the campaign manager can shift impression into the best performing unit with out having the IO revised every time and it will help the overall performance of your campaign.

11-04-2009, 05:49 PM	#4
markclimins Active Warrior Join Date: Jan 2009 Posts: 51 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Questions about Media Buys, help needed! I think you'll lose that 12k pretty fast....do direct media buys instead. Real media buys are for people who can lose 12k left and right like its nothin, just like people who do PPC can lose 25 to 50 cents on a click like it's nothin.

11-04-2009, 07:23 PM	#5
Cash37 Senior Warrior Member War Room Member Join Date: Jul 2006 Location: North Carolina, USA. Posts: 1,170 Thanks: 26 Thanked 15 Times in 10 Posts Social Networking	Re: Questions about Media Buys, help needed! You are not ready for Media Buys yet.
	http://twitter.com/Cash37 Follow me!

11-05-2009, 03:43 AM	#6
thuxen Warrior Member Join Date: Oct 2009 Posts: 14 Thanks: 0 Thanked 1 Time in 1 Post	Re: Questions about Media Buys, help needed! ^ What he said.
	Travel + Make Money Online

11-05-2009, 07:08 AM	#7
TheScalper Warrior Member Join Date: Sep 2009 Posts: 22 Thanks: 1 Thanked 3 Times in 3 Posts	Re: Questions about Media Buys, help needed! I just like to add that I've read also a lot about media buys in the last time... You often read something about the "24/48h out clause" but in my experience it has nothing to do with real media buys. Over here in Europe I've contacted several big media publishers and there you'll never get this out clause in your contract. But you can make sometimes a "smaller" deal about 4 or 5k $ at first. Perhaps it's different to the US but I wouldn't take these rules as essantial necessary - sometimes you get a smart deal on other ways....