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AreaPoint™
AreaPoint™ is a
patent-pending innovation being developed by BannerSpace.com, Inc. that
enables advertisers and agencies to reach an audience in a specific
geographic region, much as they would with certain offline media, such
as radio or cable television. Never before has it been possible to
target such a narrow geographic area across multiple sites and ad
placements.
AreaPoint™
Publisher FAQ
How does
AreaPoint benefit online publishers?
Increased CPM for
non-targeted, or keyword targeted inventory. AreaPoint will increase
the CPM value of the ROS ad space on your site. Non-targeted inventory
is converted to geo-targeted and immediately becomes attractive to the
vast number of advertisers that avoid ROS placements because they need
to restrict their campaign to local regions.
Higher fill rates. All AreaPoint ad tags implemented
on your site will be eligible to draw from the AreaPoint™ and AreaDirect™ pools of both large and small
geotargeted advertiser campaigns. In
addition to raising your average CPM, you will increase your overall
fill rate with no additional selling on your part.
What CPM rates
should I expect from AreaPoint ads?
All AreaPoint sales are on CPM (cost per thousand impressions) terms. At
any given time, there will advertisers running at a wide range of CPM
rates. The rates are determined by many factors, including the volume
purchased and various targeting options selected. Although final pricing
is always subject to change, initial rates will vary between $2 to $5
CPM NET to the publisher for ROS. Publisher will be given the option to
define a CPM "floor", and redirect traffic to another source when an ad
is not available above this minimum rate.
How much can I
expect to be sold through AreaPoint?
This depends on several factors, many of
which are determined by you. Others are related to advertiser criteria,
and will vary regularly. Publishers control how much inventory they
direct through the system, the minimum acceptable CPM, and in some
cases, the geographic scope to be included. All of these choices have a
significant impact on the volume of sales through AreaPoint. The system
is designed, however, to stand between any higher paying campaigns and
lower paying (remnant) sources, thus not decreasing current sales in any
way, but filling the inventory you want filled, at a good rate, when a
geo-targeted match is found. If no match is found, the system will
redirect to any source you choose. Please contact
for more information.
What do I need to
qualify for AreaPoint?
The requirements for participation as an
AreaPoint media partner will be constantly evolving. In addition to
meeting standard traffic and quality minimums, initial partners must
meet at least one of the following criteria:
- A form (anywhere on the site) that contains
at least one of the following fields: state, county, city, area code,
or zip code. Form can be for any purpose, such as search,
registration, etc.. Examples include telephone directory sites,
weather sites, TV and movie listing sites, online maps, ticket and
event listings, and any other site with a search form containing one
of the required fields.
OR
- Site requires users to subscribe, or
otherwise register a user profile. This includes ISPs, web based email
providers, shopping sites, brokerage sites, and any other site that
maintains a user profile.
OR
- Locally targeted content. This would include
local radio and television station web sites, newspaper sites, area information sites,
state and local government sites, and any other site who's visitors
are primarily based in a specific region.
Does it cost anything
to set up or use AreaPoint?
No. There are no direct costs for using
AreaPoint, although the initial set up will require some amount of
one-time technical work on the publisher's site pages.
Do I have to run
all of my ad traffic through AreaPoint?
No. AreaPoint is non-exclusive and you
may use it with as much, or as little, of your inventory as you wish.
However, the AreaPoint publisher agreement does require that a minimum
and maximum traffic level be established. The higher the maximum, the
higher the required minimum. These settings may be changed monthly with
30 days notice.
If your ad serving system can geo-target, you have the option of sending
all traffic through AreaPoint, or only the traffic that you know ahead
of time will be likely to result in returning a paid ad. If you select
not to use your geotargeting, all requests sent to AreaPoint that do not
match a campaign will redirect to another advertisement source that you
specify. If you choose to incorporate your own geo-targeting, you can
download lists of locations with campaigns running at any time to apply
to your system.
What is involved
in implementing AreaPoint on my site?
In order to implement AreaPoint on your
site, you must be able to dynamically insert one or more user defined
geographic fields into your ad tag somewhere on you site. If your
visitors log in, placing the tag on the resulting login page would be
ideal. If users submit a form anywhere on your site, such as a search,
that contains a zip code, state, or city, this would also work. If it is
not feasible to place a tag on the results page of any form, another
approach is to cookie the visitor with an anonymous geographic
name/value pair, and we will provide ad tags that use this data and do
not require any dynamic insertion at all.
Does AreaPoint
only work on form results pages?
No. Once you have established the tag on
at least one form results page, or implemented the alternative cookie
method, you may place AreaPoint tags anywhere on your site. In many
cases geotargeted ads can be served to visitors on regular non-form
pages. However, it is best to place the dynamic tag version on as many
form results pages as possible.
How is AreaPoint
better than my own in-house geotargeting?
AreaPoint works with your existing
system and brings you campaigns you would not otherwise have.
Advertisers buy large and small campaigns through AreaPoint to increase
saturation in a desired region without making many single-site buys. An
advertiser may not find it efficient to contract with many publishers,
each with a small amount of traffic in target area, and single
advertisers alone may not meet your minimum spend because of the
geographic restrictions.
With AreaPoint, you leverage the inventory of the other media partners
using the system and automate the filling of your geotargeted inventory.
You will also create additional geotargeted inventory that did not
previously exist. As a central point for identifying a user's geographic
location, AreaPoint can sell a spot on your site as geo-targeted, even
if the user's location was identified on another partner site and not
yours.
Please contact
for more information on BannerSpace geo-targeted
advertising.
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