AdBrite To Add Premium Pricing Option
AdBrite, which itself this week announced
its switch to an auction model after starting in 2004 as a more
conventional ad network, is adding the reserve inventory feature in the
next month in response to agencies' demands for a way to make
guaranteed media buys through AdBrite.
For advertisers, Fanlo liked the new option of being able to reserve a plane seat ahead of time rather than waiting on stand-by. It's also similar to eBay's Buy It Now feature, which allows a buyer to purchase an item before auction at a set price.
Fanlo noted that brand advertisers especially want to lock in inventory in advance for a promotion or campaign timed to a specific event--such as a movie opening or product launch. Through AdBrite's Guaranteed Delivery, marketers would be able to reserve inventory up to a year in advance.
In addition to purchasing inventory at a set price for specified
inventory, advertisers would be able to cancel ad buys for a full
refund at the highest price levels, said Fanlo. He expects pricing for
reserve buys to range from 20% to 150% above those they would fetch in
the auction process.
なるほど。オークションモデルを出しておいて、
オークション会場の特別シートはプレミアムサービスに用意してあり一本釣りできると。
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