ProfitBrite

Buying Digital Media

-+ Banner Advertising - as simple as it gets, an ad is placed on a web page. Users can click and be taken to the advertiser's site. Banner ads are a relatively low-cost, low-commitment form of advertising but, as in any type of ad, content and media placement are the two critical success factors.

-+Revenue sharing - a means of sharing risk for e-commerce advertisiers. Instead of paying for the ad to appear they give a share of the revenue generated by that ad.

-+Affiliate programmes - used by e-commerce sites to generate ubiquity. Put simply, any site owner can register and download an ad from the advertiser's site. Thereafter they get a share of any revenue generated by traffic they have supplied to the advertiser's site.

-+Anchor tenancies - long-term commitments, these deals commonly last over used by advertisers to lock out the competition from sites which work particularly well for them.

-+Keywords - views searching on a search engine (such as Yahoo!, Lycos etc...) for the word 'flowers' will be presented with the usual list of results, but at the top of the page an ad for, say Interflora will run. Interflora will have paid the search engines for this.

These models are frequently mixed, and new ones are constantly emerging in the digital media space. Inventing new models is one of the great things in this industry and no one yet has the definitive answer! Yes including the boys at Google.

I'm Liza Mathers senior editor at Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions on online media today from a prosumer perspectives, please feel free to offer your own opinion on web and [http://www.seek4media.com]digital media in all its shapes and forms at: [http://www.seek4media.com]http://www.seek4media.com.

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