Marketing · Advertising

How do Sell Ad Space or Site-wide Media Buys to large Brands?

Richard Li Digital Marketing / SEO Consultant and Growth Hacker

April 11th, 2015

One of my sites is starting to gain some traction. The site generates its traffic primarily through Google and is really in a targeted niche with high converting, buying keywords.

What is the best way to sell Ad space to large brands such as Samsung? How do I go about "pitching" my ad space to brands and/or ad buying agencies that handle their accounts?

Thank you
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Alex Konov

April 12th, 2015

Hi Richard, 

there is a marketplace called BuySellAds.com where you could register as Publisher and they have  advertisers who want to buy banner space etc. 

If I am not mistaken, you would need to have at least 100K views / month before they even let you in. At least this is what I remember from a few years back.

HTH,
Alex

Andrew Lockley

April 12th, 2015

Check if you need accreditation in the markets in which you sell. Brands won't buy inventory directly from non-accredited vendors.

Jenna Dykie Director of Business Development at Good Apple Digital

April 12th, 2015

Hi Richard - I work a media buying and planning agency. Happy to chat about ways you can monetize your site. Thanks! Jenna

Andrea Macario CMO / Co-founder Kweak.ly

April 12th, 2015

a good way to get started would be programmatically trough an ssp that gives you visibility on camapigns that run on you site and tools to whitelist / blacklist. that way you can build case studies on real numbers to try to move up the value chain abd sell directly to an agency or a dsp that handles media spent for a specific brand. in case your media is video / prerolls I can give you more specifics and suggestions of partners, feel free to contact me. if it's display I don't know enough of the industry to give you more specific advise. ciao a.

Michael Baker

April 12th, 2015

Check out Advertising Age magazines Agency Family Tree. It diagrams the 4 or 5 major holding companies that own most of the ad agencies, and labels all the companies them by function (creative, pr, media, digital etc). Put all the digital ones in your hunt list. Search LinkedIn for the digital media buyer/planner/director etc (or just call the receptionist and ask for the media director) and set up in-person meetings or quick overview calls with anyone who will meet with you. Then you buy them lunch, gifts etc. Good luck!

Andrew Lockley

April 12th, 2015

You'd have to have a very big site for that investment to pay off. Most space on even medium to large sites is sold through personal selling and the use of ad tags. A

Andrew Lockley

April 12th, 2015

Really good advice, how about expanding it into a blog post? A On 12 Apr 2015 19:17, "Michael Baker"

Michael Baker

April 12th, 2015

Thanks Andrew, Heres the tldr version of that blog post: When you're pitching aspace to agencies its a numbers game. Call 100 people, get 10 RFPs, win 1 deal. People will test your adspace first. If it doesnt work, theyll move on to another new & potentially interesting adspace. If it works, and you get repeat buys, and thats actual traction, but it will take really long to build because budgets & buying habits have to shift from where theyre currently parked. To get them to shift meaningfully your competitors have to make mistakes (and make buyers look bad) and you have to get some champions who will fight for you on the buy side. If you screw up, youll become instantly radioactive & blacklisted with that buyer group. But there are lots of buyers, and its a big big country. You cant predict where the next buy will come from. It may seem completely random.

Andrew Lockley

April 13th, 2015

If you provide a link to the blog people can share it.

Michael Baker

April 13th, 2015

Hi Andrew, I didnt actually write a blog post, just replied to this threat. But there are social media share buttons on the thread one could use. Thanks, Michael