Comments on: CBS stations’ local ad network http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/ by Jeff Jarvis Sun, 06 Jul 2008 08:30:59 +0000 http://wordpress.org/?v=2.5.1 By: Geoff http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-378284 Geoff Tue, 01 Jul 2008 14:34:33 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-378284 I would be intrigued to see if hyperlocal news publishers could band together and form a national local network to sell local advertising into? I would be intrigued to see if hyperlocal news publishers could band together and form a national local network to sell local advertising into?

]]> By: Mike Sutcliff http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-372019 Mike Sutcliff Tue, 25 Mar 2008 17:08:31 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-372019 The only ad network I have ever had success with was ViralyticsMedia.com. They are more of a site repping company, but if you can get in with them they are pretty solid. Customer support sucks, but they pay well. Mike StupidVideos.com The only ad network I have ever had success with was ViralyticsMedia.com. They are more of a site repping company, but if you can get in with them they are pretty solid. Customer support sucks, but they pay well.

Mike
StupidVideos.com

]]> By: darleene http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371840 darleene Sat, 22 Mar 2008 06:44:20 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371840 Hm. I wonder, being a CBS Local employee, if I'd be allowed to participate and get paid too. Hm. I wonder, being a CBS Local employee, if I’d be allowed to participate and get paid too.

]]> By: Barry Parr http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371811 Barry Parr Fri, 21 Mar 2008 16:59:19 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371811 I floated the idea of local ad networks at the Networked Journalism conference in NY. I'm very enthusiastic about the idea. But I don't like this execution. The ad formats are too big and nonstandard. I'm using IAB standard ad units on Coastsider, but it looks like CBS is wrapping the (IAB standard) network ad in the local CBS identity and content widget. If Channel 5 would like an ad on my site, I'd be happy to sell them one. The CPM on my book rate is $20, but they can get a discount if with a longer contract. I floated the idea of local ad networks at the Networked Journalism conference in NY. I’m very enthusiastic about the idea.

But I don’t like this execution. The ad formats are too big and nonstandard. I’m using IAB standard ad units on Coastsider, but it looks like CBS is wrapping the (IAB standard) network ad in the local CBS identity and content widget.

If Channel 5 would like an ad on my site, I’d be happy to sell them one. The CPM on my book rate is $20, but they can get a discount if with a longer contract.

]]> By: Brad Flora http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371754 Brad Flora Thu, 20 Mar 2008 18:58:41 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371754 I publish a hyperlocal Chicago news site, The Chicago Methods Reporter, and have been absolutely bombarded with invites to this ad network. I was intrigued until I learned that the banner takes up a lot of space and payouts are weak at this point. Until this gets up into the $5-6 I don't see it providing much value to publishers like me. We're certainly not going to run it. Like you said Rick, we do better off Adsense and even *couch* Adbrite at the moment. Brad Flora http://www.methodsreporter.com I publish a hyperlocal Chicago news site, The Chicago Methods Reporter, and have been absolutely bombarded with invites to this ad network. I was intrigued until I learned that the banner takes up a lot of space and payouts are weak at this point. Until this gets up into the $5-6 I don’t see it providing much value to publishers like me. We’re certainly not going to run it. Like you said Rick, we do better off Adsense and even *couch* Adbrite at the moment.

Brad Flora
http://www.methodsreporter.com

]]> By: Rick Ellis http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371676 Rick Ellis Wed, 19 Mar 2008 14:40:13 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371676 I've blogged a lot about the idea of local ad networks, and I think it's a great idea in the abstract. This CBS plan is a small step, but I think the positive reaction it's getting from the industry has more to do with the idea than the actual results. For one thing, the ad side of this is problematical for both the bloggers and the advertisers. For the bloggers, getting an effective CPM of about 50 cents isn't a great deal, considering the amount of sidebar space that many of the sites are giving up in return. For advertisers, it's not clear that these skyscraper ads (or other smaller ad units) are any more effective than they are on many of the traditional media sites. From an advertiser standpoint, it would make much more sense to offer up Adsense-style CPA text ads, which is done correctly can be much more engaging than a banner ad. My experience on my personal site with a similar offering from NBC's "The Today Show" was that the effective CPM never broke the $1 mark. And if you're running any kind of effective web site, you should be able to beat the with Google Ads or remaindered ad inventory. Rick Ellis StateOfLocal.com I’ve blogged a lot about the idea of local ad networks, and I think it’s a great idea in the abstract. This CBS plan is a small step, but I think the positive reaction it’s getting from the industry has more to do with the idea than the actual results.

For one thing, the ad side of this is problematical for both the bloggers and the advertisers. For the bloggers, getting an effective CPM of about 50 cents isn’t a great deal, considering the amount of sidebar space that many of the sites are giving up in return.

For advertisers, it’s not clear that these skyscraper ads (or other smaller ad units) are any more effective than they are on many of the traditional media sites. From an advertiser standpoint, it would make much more sense to offer up Adsense-style CPA text ads, which is done correctly can be much more engaging than a banner ad.

My experience on my personal site with a similar offering from NBC’s “The Today Show” was that the effective CPM never broke the $1 mark. And if you’re running any kind of effective web site, you should be able to beat the with Google Ads or remaindered ad inventory.

Rick Ellis
StateOfLocal.com

]]> By: Jared http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371656 Jared Wed, 19 Mar 2008 04:00:19 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371656 Hi Jeff- > When will somebody start that media wonks’ network? Well, would you be willing to start a "Media wonks' network" - especially if you had some help with the platform and sales? :) -Jared Hi Jeff-

> When will somebody start that media wonks’ network?

Well, would you be willing to start a “Media wonks’ network” - especially if you had some help with the platform and sales? :)

-Jared

]]> By: More on CBS stations’ local ad network - Lost Remote TV Blog http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371603 More on CBS stations’ local ad network - Lost Remote TV Blog Tue, 18 Mar 2008 16:37:28 +0000 http://www.buzzmachine.com/2008/03/17/cbs-stations-local-ad-network/#comment-371603 [...] Jarvis has a few more details on CBS’ announcement yesterday that it’s creating a local ad network in each of its [...] [...] Jarvis has a few more details on CBS’ announcement yesterday that it’s creating a local ad network in each of its [...]

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