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We have placed a lot of thought and care into our digital advertisement system.
This was all done to ensure that local businesses are given a fair digital platform to advertise with.
Each of the segments below explain our process (feel free to click on any of the titles to skip ahead):
What Other Websites Use
The vast majority of websites on the Internet make use of a Real-Time Bidding system to sell online advertisement space:
This 'auction-style' system leads to limited control (where only wealthy, national ad-campaigns gain the best advertisement spots).
It typically results in lower available advertisement space for local businesses (that cannot/are not willing to out-bid these larger companies).
Instead, we employ a 'direct-system' (that allows for a fair, local-business-oriented approach):
Our Direct-System
Our website features an 'ad-shuffle', which ensures that advertisement positions are regularly rotated with each new page load:
This system ensures that all advertisers gain a benefit from having their advertisement occasionally load near the top of our website.
You can test our ad-shuffle system yourself by reloading the homepage of this website and seeing the ad-rotation in action.
Our Reported Metrics
All digital advertisements running on our website report three clear-cut performance metrics:|
These metrics are used when performance is reported (after an advertisement campaign has concluded).
By choosing to run a digital advertisement with us, you have access to all of the data highlighting your advertisement's performance.
We can generate a complete PDF report:
This report will break down each advertisement that you run and will display full metrics (for each day of the requested date range).
How Can I Boost The Performance Of My Advertisement Campaign?
Some of our advertisers want the ability to improve the visibility/performance of their Digital Ad Campaigns
(to gain more impressions/views/clicks than the default performance using our shuffle system).
We offer two methods to expand the 'reach' for an advertiser on our website:
Sponsorship
or
Impression Boost
What Is A Sponsorship?
A sponsorship involves setting a fixed placement on our website for your specific advertisement.
That advertisement will be the only ad running in that slot (until the ad-campaign ends).
These advertisements tend to be banner rectangles (at the top of our website) or found in specific advertisement areas (ad-zones).
There are only a limited number of zones available for sponsorship (for a fixed window of time).
This is to preserve the integrity of our shuffle system (and thus, ensure that all of our advertisers are fairly seen).
Feel free to inquire about sponsorship options for your advertisement.
What is an Impression Boost?
An impression boost improves the likelihood of an advertisement being shuffled first (before non-sponsored/boosted advertisements).
All non-sponsored advertisements run the same number of times on our website (for fairness, using to the ad-shuffle system described above).
If an advertiser wants to improve the frequency of their advertisement appearing, they can purchase more impressions (views) at a fixed rate.
This boost ensures that their advertisement is more likely to be shuffled first for page refreshes/new users (likely in a higher ad-zone).
That higher placement ensures that they gain the desired increase in views for their advertisement.
Non-boosted advertisements still appear throughout the shuffle (simply placed one zone below a boosted campaign) and the shuffle returns to normal once an impression boost is complete.
Our rates follow an industry-standard of the 'Cost per Thousand' (CPM) approach, but we use a different calculation (explained below).
How We Calculate Impressions
Most online advertisement options follow a CPM system, which tracks the raw number of impressions (views) an advertisement receives.
The problem with this common method is that a 'view/impression' is counted whenever the ad 'loads', not when it is seen. This method, while initially straightforward, carries some downsides.
Some pages or websites load ad zones far below the main content (where users never scroll to) or in places a user cannot see. This method typically leads to inflated numbers and inaccurate metrics (which advertisers cannot rely on).
As our advertiser, you deserve to have the most accurate reporting possible.
Our website utilizes a vCPM system, which ensures that a view/impression is only counted whenever it has been seen by a user.
We have designed our website to make this calculation possible.
While this can lead to lower 'impressions' than what you may be used to on a CPM-based website, we feel this is a stronger approach, as we can confirm that an ad has actually been viewed by website users.
Our vCPM Rate
To improve the reach of an existing ad-campaign (outside of a dedicated sponsorship slot), we charge a vCPM rate of $15.
This is $15 for every 1,000 extra views your advertisement would receive on our website.
Impression boosts allow certain advertisements to be seen more frequently in our regularly shuffled advertisement system.
To help explain how we arrived at this vCPM rate, here is a detailed comparison metric:
What Facebook Charges
We aim to charge a fair rate for our impression boosts, so here is a simple way to compare our rates to the CPM costs from Facebook (highlighting the weekly CPM rate they have used for the last few years).
As you can see from the chart above, the average cost for 1,000 impressions on Facebook averages at $12.24 (for roughly the last 4 years).
Unlike our system, they follow a CPM method, which allows for an ad to be placed anywhere on a page (and does not guarantee views).
The rate is also regularly changing (and thus, cannot serve as a consistent cost for advertisers).
As we stated above, we utilize a vCPM system, which operates differently.
Our cost is fixed (and is not changing week-to-week).
Our website ensures that your ad will be seen, exist among local sponsors, and operate on a fair platform.
As you can see, we work extremely hard to highlight local businesses in our community.
We value you, and want to offer a fair platform to advertise
(not beholden to the whims of national campaigns or heavily fluctuating costs).
Interested?
Click the options below for a quote:
Or you can simply fill out this quick form below: