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Real banner ads not like adsense or any other affiliation etc..

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Direct, sellable banner inventory — practical checklist and steps.

Since asked for direct banner buys (instead of network fills) and mentioned running AdSense, this short playbook shows what advertisers need to see, how to package inventory, and how to run campaigns so buyers will return.

Start with a one‑page media kit and metrics package. Include 12‑month uniques and pageviews, top pages (by traffic), audience geography and device split, average session time, and top referral channels (search and social). Show sample weekly impressions for each placement and a clear inventory map (homepage leaderboard, in‑article MPU, sidebar skyscraper, mobile banner). Offer common sizes:

  • 300x250 (medium rectangle)
  • 728x90 (leaderboard)
  • 160x600 (wide skyscraper)
  • 320x50 (mobile banner)

Price and sell simply. Choose one primary model (CPM or flat monthly sponsorship) and offer a short pilot at a discounted rate to prove value. Prepare a ratecard + insertion order that states run dates, delivery expectations (impressions or time), creative deadlines, make‑good policy, and payment terms. Prospect list: niche suppliers, complementary service providers, local advertisers, and digital agencies. A short pitch with screenshots and a link to the media kit converts far better than generic mass emails.

Operations and reporting matter. Use an ad server (Google Ad Manager or an open ad server) to host direct tags separately from network tags, set frequency caps, and measure delivery. Accept HTML5 for rich media but require a fallback image and a max file size. Provide weekly and final reports (impressions, clicks, CTR, and viewability if requested). As and hinted, audience quality and creative format affect buyer decisions; as implied, placement and visual prominence are part of the value — price them accordingly. Direct sales take effort; start small, document results, and scale the placements that perform.

Recommended Answers

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Member Avatar for mejohn

I would be interested in that information as well. I currently use adsense, but am always looking to venture into new venues.

Member Avatar for mackone

Search engine placement is important, as advertisers use them just like anyone else.

Member Avatar for InsightsDigital

Both banners, especially if these banners are rich media, and PPC advertising can help bring relevant traffic to the website as well as it can help increase exposure to the brand.

Member Avatar for bobchrist

Banners will help you in visual branding of your product/services.

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