Rate Card for Paid Placements (Tenancies) Best Practices

Introduction

Think of your rate card as your brief “elevator pitch” for potential advertiser partners.

Benefits

Creating a Rate Card as part of your media kit to share with advertiser partners (or potential partners) will facilitate conversations because they can quickly see your offerings.

Best Practices

A rate card can be a basic document, or it can be multi-page and detailed.

Here are the key elements you will want to consider including on your rate card:

  • About section
    • Name of your site
    • SID
    • Brief overview of your business model
    • User demographics breakdown (if known – from Google Analytics, for example): devices, gender, age groups, household income
  • Reach and Capabilities section (optional)
    • Users, visitors, views, subscribers
    • Email – if you have a newsletter, include number of subscribers
    • Mobile or tablet users compared to desktop (percentages)
    • Social Media – profiles, number of followers, likes
    • International presence – US, UK, Canada, Brazil, Germany, France
    • Opportunities: new customer acquisition, brand awareness, other
    • Sister sites or SIDs that are related to your site
  • Placement or tenancy opportunities – include all opportunities with suggested pricing (as a starting point for discussions) and any special requirements you have, such as:
    • Home page
    • Site-wide
    • Category page
    • Site banners
    • Email banners
    • Newsletters
    • Blog posts
    • Social media posts
    • Guides or special promotions
    • Prime placement in your app
    • Editorial posts
  • Calendar of Key Holiday and Special Events Packages with pricing if it is available – such as:
    • Valentine’s Day
    • Mother’s Day
    • Back-to-school
    • Thanksgiving, Singles Day, Black Friday, Christmas, Hanukkah

Here are some examples of rate card elements.

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Include suggested rates for the ads shown.

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