1. How to Sell Your Website to Advertisers
Arve Overland, CEO + Executive Creative Director
Leo Chung, Director of Interactive Strategies
Overland Agency, Inc.
Understanding how to monetize your website and leverage
advertisers’ need for local impact.
1

2. Introductions – Overland Agency
The Overland Agency combines high-level strategic consulting with
smart, passionate and award winning creative execution.
Within one company, the agency serves as an online integrated
marketing partner in the following areas, as:
• an online ad agency (creative, media)
• a web development shop (technology innovation)
• a search-optimization consultancy (SEM/SEO, analytics)
• brand specialists (strategy, research, analytics, metrics)
2

3. Brand Marketing & Interactive Specialists
3

4. Print vs. Online
• Print
– buy real-estate
– pricing based on circulation and
readership
– creative is static
• Online
– buy views, clicks or actions
– pricing based on impressions, unique
visitors or specific actions
– creative can be dynamic and
interactive
– campaigns are trackable
• Advertisers are following their markets
and moving their media dollars online
4

5. Who is Your Customer/Buyer?
• Local business owner
• Local advertising agency
• Marketer in corporation
• National Media Buyer from Corporate
• Interactive agency/media buyer
5

6. The Opportunity - Your Advantage
6

7. Vocabulary
• Analytics: measuring and interpreting user behavior on a
website and applying that to site and campaign improvement.
• Click-Through Rate: the number of times an ad unit is “clicked”
by the site visitor in relation to the number of times it is seen
(impressions).
• Conversion Rate: the number of times a site visitor achieves a
certain goal on the website (ie. sale, completing a registration
form) in relation to the number of unique site visitors.
• Marketing ROI: measure of the effectiveness of advertising
investment to incremental revenue.
• Page Views: the number of web pages viewed during a single
visit. High page views per visit can indicate good content.
• Unique Visits - visits from a single computer, usually cookie
based and combined with IP information for geo-data.
7

8. Vocabulary
• Organic Search - natural search results based on site content
optimization; these appear in the main body of the page.
• Paid Search (Sponsored Ads) - text-based ads that appear to
the top or right of natural search results based on a keyword bid.
• PPC (Pay Per Click) - pricing model based on ad click-through,
usually associated with Paid Search.
• SEO - the practice of seeking high organic search ranking by
providing relevant website content.
• SEM - leveraging both Organic and Paid search to attract site
visitors and conversion.
• Tracking Pixel: script on a website that allows the advertiser to
know that an ad has been served and that an action or series of
actions resulting from that placement has occurred.
8

9. Online Advertising is Growing Rapidly
9

10. Local Online Ad Spending Increasing
• Growth in Local Online Ad Spending Outpaces National
– Estimated Local Spend in 2007 = $7.5 billion
– 31.6% increase outpaces national online ad growth of 20.7%
– Borrell Associates
• Banner ads and listings still dominate, but be ready for the
future - video
10

11. The Local Landscape
• Competition is high for these
advertising dollars
• Leverage Your Strengths:
– Captive Audience - Creative
Class
– Geo-Target - local, urban
– Speed and Flexibility
11

12. Case Study: Selling Your Site to Advertisers
1. Understanding Your Buyer
2. Communicating Your Website’s Value
3. Planning by the Numbers
4. Measuring Results to Drive Success
5. Questions
12

13. Who is Your Customer/Buyer?
• Local business owner
• Local advertising agency
• Marketer in corporation
• National Media Buyer from Corporate
• Interactive agency/media buyer
13

14. Understanding Media Buyers and Advertisers
14

15. Jennifer
Bio
• Age = 31
• Senior Interactive Media Planner
• Leading National Media Agency
• San Francisco, CA
Objectives
• Define strategic interactive media goals for national clients that meet
business and marketing objectives
• Find and research effective online advertising opportunities
• Keep up to date with the latest models and client competitors
• Maintain and cultivate mutually beneficial relationships with media
contacts
• Negotiate the best pricing model and rates to maximize ROI
15

16. Jennifer’s Client, Oregano
Oregano, is a multinational consumer
packaged goods manufacturer that is
launching a new household, organic
cleaning line, called Clean Green.
They are going to launch in specific
test markets to reach the “creative
class.” Oregano’s goals are two-fold
generate awareness of the brand by
driving 50,000 visitors to a micro-site
and generating 1,500 coupon
downloads (leads).
16

17. Media Planning Process
17

18. Communicating Your Website’s Value
18

19. Media Buyers & Advertisers
• Are looking for and need online opportunities that have impact
• Have specific, quantifiable goals
• Look for placements that have relevance and conversion
potential
• Require reports and validation of performance
• Regard flexibility and learning as part of long-term value
proposition
19

20. Creative Class and Geo-Targeting
Clean Green Target Market
• Highly-educated, artistic, creatively minded
• Age 25 – 45
• Professionals - knowledge-based occupations
• HHI = $35k+
• Geo-targeted - urban concentration
20

21. Website Value
Opportunities and
Metrics - Reach
Impact
and Relevance
•Interactive - Flash,
•Unique Visitor per
video, dynamic
Month
•Larger sizes and
•Pageviews and Time
specific site placement
on Site
•Integrated online
•Impressions
vehicles (e-newsletters,
•Return vs. New sponsorships, Web 2.0)
Visitors
•Conversion-centric
•Opt-in demographic
information
•History of
conversion, similar
advertisers
21

22. Always Create New Value
MarketingVOX, April 16, 2007
22

23. Planning by the Numbers
23

24. Impressions Needed
Visitors to Oregano's Microsite
Goals
Coupon Downloads 1,500
Click-Through Rate = 1%
Assumptions
Oregano Microsite Conversion Rate 3%
Unique Visitors Needed to Microsite 50,000
(1,500 / .03)
Impressions Needed on Publisher Site
Goals
Visitors to Microsite 50,000
Assumptions
Projected Banner Click-Through Rate 1%
Impressions Needed on Publisher Site 5,000,000
(50,000 / .01)
24

25. Marketing ROI
• Oregano projects the amount of revenue generated from the campaign
to determine ROI
• This will help justify the spend and serve as benchmark
• http://help.yahoo.com/l/us/yahoo/ysm/sps/index.html
Investment
Media Buy
Impressions 5,000,000
CPM $ 10.00
Total Media Cost $ 50,000
Cost per Lead (Customer)
Coupon Download Goal 1,500
Total Cost $ 50,000
Cost per Lead $ 33.33
Customer Value
1 Year Average Revenue/Customer $ 150.00
50% Customer Retention 750
Total Revenue (1,500 Customers) $ 112,500
ROI 125%
[(Revenue - Media Cost)/Media Cost] * 100%
25

26. Measuring Results to Drive Success
26

27. How Agencies and Advertisers Measure
• Ad network serving – DoubleClick, Atlas, Tacoda, BlueLithium
and/or publisher reports
• Advertiser’s / Agency’s Web Analytics
– Campaign id codes, conversion (ie. coupon downloads)
– Landing pages
WebTrends
Atlas
27

28. What We Measure
• Ads / impressions served to date (when and where)
• Click-throughs from each vendor (campaign conversion)
• Best performing placements
– Creative and Messaging Impressions: Apply Impressions: Learn
Unit Size Webtrends Campaign ID
Now More
– Ad type
468x60 ADR_10089 87
47
– Ad size 120x600 ADR_10088 1,410
560
160x600 ADR_10087 1,643
1,059
728x90 ADR_10086 4,789
4,067
– Content section 300x250 ADR_10085 1,747
834
300x250 ADR_10114 243
728x90 ADR_10115 435
– Page placement 160x600 ADR_10116 211
120x600 ADR_10117 516
468x60 ADR_10118 14
– Time of day
• Demographic data –who is clicking / responding to Oregano’s
coupon offer
• Relevance and context of vendor-supplied reports within
Oregano’s own tracking data
28

29. 4 Keys to Successfully Selling Your Site
1. Understand Your Advertiser/Buyer
• They need to maximize return and show results against quantifiable goals
• Go beyond selling inventory and “space” to selling solutions
2. Communicate Your Website’s Value
• Demonstrate your local, demographic and flexibility advantage
• Leverage your unique position to differentiate and deliver relevance
3. Plan by the Numbers
• Every dollar is accountable and ROI drives online advertising
• Use the ROI model to price your products; demand more for what converts
higher and understand what is driving an advertiser’s price pressure
4. Measure Results to Drive Success
• Data is key to success during the campaign as well as for on-going strategy
and relationship
• Provide your advertisers with knowledge to improve their campaigns and
results and they will come back
29

30. The Overland Agency
• Presentation
http://clients.oabuild.com/aan
enter password: aan123
• Arve Overland
arve.overland@overlandagency.com
• Leo Chung
leo.chung@overlandagency.com
503.963.8501
30