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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Run of Site

The phrase run of site refers to an ad placement where impressions are rotated throughout all the pages of a given website, in contrast to a placement where impressions only occur on specific pages or sections within that website. On a website whose users represent a broad demographic, a run of site ad for a product targeting a specific segment of that audience tends to have a lot of wasted impressions. Of course, the CPM rate usually reflects this. The more targeted a website’s audience becomes, the less of a problem run of site wasted impressions become. Once again, the CPM usually reflects this. Surprising to some, the more targeted approach isn’t always the most cost effective. It’s worth it to do the math. Additionally, many web publishers offer a run of site placement purchased by the month, similar to how print advertising sells in trade journals.

>> Click thru & Click thru Rate (CTR)

Authored in 2001 by Stephan Aarstol
while Director of Business Development