The Cost of Banner Ads
"Wow, that's expensive..."

A common banner ad package consists of 100,000 impressions costing anywhere from $20 to $100 per thousand ($25-$70 CPM is average for popular sites). Keep in mind that most sites have repeat visitors, and most visitors view more than a single page of information, so your 100,000 impressions could actually represent 10,000 to 40,000 unique visitors. In some cases, impressions are guaranteed, and in others, this figure is estimated. Some sites will charge a flat rate for estimated impressions. If the actual delivered impression count is higher, some will let you keep the "overdeliveries" for no extra charge. Most popular sites offer ad agency discounts and volume or frequency discounts. The ad agency rate, known as the net rate, is typically a 15% discount from the gross rate, which is the typical rate if you purchase advertising directly instead of through an agency.