Media Buy - Advice

I've got a mainstream football site that is looking like it will do some good traffic for the World Cup (http://www.football-stadiums.co.uk/) and I'm thinking of selling the site background and banner space during the event to a UK facing betting site.

The problem I have is I don't even know where to start. Speaking to AM's all they want to do is set up affiliate deals but I'm not looking to use this generate my own accounts, rather I just want to sell the space for one flat fee and the brand can put on their own ads.

The sign up rate would be low so I am looking for brands that would be willing to buy the ad space to reactivate old customers and encourage retention as much as to drive new accounts.

Basically I'm looking for some advice from those that have experience with this type of marketing. What kind of fees you could command from a media buy (say per 100,000 page views) and what companies do any of you have experience with that do this? Any direct contacts would also be much appreciated.

Ideally I want to set up a bidding auction and take the highest if I can find enough interest.

Thank you in advance

100,000 pageviews is not a lot for a sports site.. unless its a real direct converting money keyword say bet on sports for world cup or similar, but if its tips or similar the traffic is really low value, you would probably be best doing rev share or CPA deals..

You say that sign up rate would be low...but I'm assuming you mean here 'sign up rate of new punters to new bookies' will be low....based on the site subject and the type of visitors you're likely to get (ie they're looking for info on stadiums as opposed to betting on games).

But there are one or two other avenues you could go down with advertising (which will offer potential affiliate income and might appeal more to your visitors or at least grab their interest more than a free bet banner) other than pushing traditional bookies.

Know this doesn't answer the question as such...but might be worth thinking about if you don't get anywhere on the route you're following.

Email me at neil.mitchell@sohorocks.co.uk and I'll sort it out in the morning for you

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Originally Posted by chaumi

You say that sign up rate would be low...but I'm assuming you mean here 'sign up rate of new punters to new bookies' will be low....based on the site subject and the type of visitors you're likely to get (ie they're looking for info on stadiums as opposed to betting on games).

But there are one or two other avenues you could go down with advertising (which will offer potential affiliate income and might appeal more to your visitors or at least grab their interest more than a free bet banner) other than pushing traditional bookies.

Know this doesn't answer the question as such...but might be worth thinking about if you don't get anywhere on the route you're following.

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Yes, FTD rates to new bookies would be low, as you say people looking for stadiums rather than betting.

My initial thought was maybe the big high street names might be interested as there is the brand recognition effect, someone on the site looking at a world cup stadium thinking 'oh yeah I've got an account with that brand I'll place my world cup bets with them'.

I want to avoid the direct affiliate route if I am honest, partly because I have no idea if it is worth it and at least with a flat fee I can guarantee revenue, if not I can always fall back on adsense.

Hi Mattbar,


I guess the reason you don't get the CPM deals from AM's is that it's simply not their business: if you come to oncologist, you'll be treated for cancer. The good news, is that most of companies have their media buying departments and you can directly ask your AM a for a contacts.


Another thing, is that media buyers are looking for hundreds of thousands impressions per day, and you can be probably a small fish for them. But you have an ace: you're not a yellowpaper site. Anyway try to get the deal from the operator, as mediator agencies would give a warm welcome, but low price.