Questions For Selling Web Site Advertising

• So You Want To Sell Ads On Your Web Site: THE QUESTIONS
• Glossary Of Web Site Advertising Terms

Does your site present editorial compatibility and creativity conducive to 
our client?
What audience demographic does your site deliver?
Does your site employ a third-party auditor? Do you generate your own 
figures internally?
How many ad banner impressions do you guarantee in one-month?
What kind of click-through rate can my client expect?
What is the cost of this one-month guaranteed delivery?
What compelling area does your site have to make users return often?
Can you provide advertising beyond the banner?

The Advertiser's Assumptions

That you will learn the agencies client list and tailor a proposal prior to 
meeting..
That you know your audience.
That you have a legitimate tracking operation
That you guarantee ad banner impressions. Issuing a rebate or flight extension.
That your CPM is competitive ($25 - $30).
That you are working to keep your site top-of-mind.
That you will create opportunities for advertisers to creatively promote 
their brand.

Comments

Do you offer any opportunities for advertisers to integrate their brands in
your "editorial" product?  how so?

What kind of products/categories do you feel will benefit most from an
advertising/sponsorship/promotional involvement with your site?  why?

Beyond counting visits, can you provide data which details (and verifies) the
number of different visitors, and a distribution of their visiting patterns? 
(i.e. are your hits comprised of a core audience with high frequency, a large
audience with minimal frequency, or somewhere--where--in between?)

Ad Delivery: The delivery of a individual to a sponsor ,s home page, mirrored 
on the server.

Address: A location in cyberspace; a string of letters and numbers, usually 
with an ID,
symbol and domain name. An address is necessary to send and receive E-mail. 

Avatar: Derived from Hindu mythology, a deity who has descended to the earth 
and assumed human form. First seen in cyberpunk thrillers, this term now refers 
to a persona that one can assume in an online community or chat room. 

BPS (Bits per Second): Refers to data transmission rates. The higher the rate, 
the more data that can transmitted. This measurement is applied to modems,  eg. 
28.8=28,800 BPS. 

Banner Views:  The number of times that a banner was downloaded by users within 
a certain period of time.

Browser: A "front-end" or "client" program that can read and navigate through  
documents that are written in the "hypertext" language. Web browsers are 
"front-ends" to content on the World Wide Web. They translate data from the Web 
for a user's computer. Some browsers can't always read all the elements of a 
Web site, especially the more sophisticated graphics such as video. Some 
browsers are common, like Mosaic, others are proprietary like Prodigy's Web 
Browser.

Chat: A real-time conversation (typed on a keyboard, not spoken) over the 
Internet or through a commercial online service. Chat can take place between 
two or more people and is made possible by special software like IRC.

Clicks: The number of  &clicks & by end-users on an online ad within a specific 
amount of time.

Click Rate: Ad Clicks as a percentage of Banner Views or the number of clicks 
by end-users on an online ad as a percentage of the number of times that ad was 
downloaded by users.

Click Stream: The sequence by which a user navigates throughout the Web or 
within a site. 

Cybercitizen/Netizen: A member of the "cyber community" by virtue of online 
access and participation. (See Netiquette.)

Digizines: A term that combines magazines and CD-ROMs to create a new form of 
digital media. CD-ROMs that are issued periodically via newsstand and mail, 
containing text, audio, graphics and video are a good example. The digizine 
format also exists on the Internet.

Domain: An Internet area controlled by a company or organization containing 
multiple sites or newsgroups. The sponsor of the domain is usually categorized 
by a letter designation that identifies its country of origin. US and some UK 
domains are identified by more specific appellations, as shown in these 
examples:

           .com -- commercial
           .edu  -- educational institution
           .gov  -- government
           .mil   -- military

Flaming: The online equivalent of shouting, conveyed by TYPING IN CAPITAL 
LETTERS. It is considered very poor "etiquette" (see definition) and is often a 
response to other rude behavior. Also called Spamming.

Hits: An entry in the log file of a Web server. A hit is generated by every 
request made to a Web server. It has no predictable relation to users, 
visitors, or pages.

Home Page: The opening screen usually seen when visiting a Web site. A home 
page often has links to other pages on that server or to other sections of the 
site.

Hotlist: Also called a "bookmark" allows a user to keep a list of favorite Web 
sites with hypertext links to URL addresses. (See URL.)

Impression:Each time an end user retrieves an HTML document counts as an 
impression.  

Icon: A small abstract graphic representation of an object or idea. Icons are 
often used as activators for links. (See Links.) 

Keyword: A word by which subjects can be selected. Usually part of a Search 
Engine Protocol. (See Search Engine.)

Link (Hotlink, Hyperlink): A word, phrase or icon in a hypertext document that 
acts as a pointer to other information. Links are generally underlined and 
appear in a different color. When a user clicks on a link, they can be 
transported to a different part of a site or a different site altogether.

Lurking: Monitoring a chat area without revealing one's presence. It is 
considered by some as bad manners.

Netiquette: Rules of social interaction on the Internet. These rules of 
etiquette are enforced by "netizens", the regular users of the Internet.

Online Service (Commercial Service): Subscriber services such as Prodigy, AOL 
and Compuserve that provide access to the Worldwide Web and their own , 
protected content.

Search Engine: A tool designed to seek out information (usually sites) on the 
Web. They organize information and function by tracking references based on 
keywords. (See Keyword.)

Shovelware: Content taken directly from another medium and put on line. The 
dynamics of the online medium are not taken into consideration. An example 
would be posting pages on a site comprising of editorial taken from the print 
edition of a magazine without editing and revising.

Smart Agent: A utility that scans selected Internet resources and collects 
files based on programmed parameters. (See Spider.)

Spider: A roving program that searches the Web based on programmed 
instructions. Search engines use spiders to seek out new sites. (See Search 
Engine.)

URL (Universal or Uniform Resource Locator): The address for sites and pages on 
the Worldwide Web. Generally it consists of : the type of service (HTTP, FTP, 
etc.); domain name, the main part of the address; and a three-letter suffix to 
indicate the domain. More letters can be added to the end of the URL to 
indicate specific files within the site. (See Domain.)

Visit: A sequence of pages viewed (all files sent, including multimedia files) 
by one user at a single Web site.

Web Site: An electronic document accessible through the Worldwide Web by 
locating its URL address. (See URL.)

World Wide Web: A more technologically sophisticated part of the Internet, 
providing systems designed to find and access documents through user-friendly 
hypertext