Harness other Web sites' popularity

If there's a traditional form of advertising in cyberspace, it's ad banners -- the digital billboards that grace the tops, bottoms or sides of many Web pages. When people talk of advertising money spent on the Web, they are usually referring to those flashy 400-by-40-pixel strips that beg users to "click here." Many big online-only companies -- search sites such as Yahoo and magazines such as Feed, for example -- depend primarily on ad banner sales for revenue.

It used to be that ad banners were found on only a few high-profile sites, advertising products from companies with very deep pockets. But these days, ad banners are found everywhere -- and in some cases, they're free.

Of course, ad banners aren't the only means to getting links from other sites. "What's New" sites and award sites can send thousands of visitors your way, while Web rings offer links to and from sites devoted to related subjects. Smart marketers will take advantage of as many promotional opportunities as possible.

Buy ad banners
If you have a budget of several thousand dollars or more, you can target a specific Web audience by placing banners on established sites that cater to your audience. You can buy from the sites directly or through ad brokers, who offer ad space at a number of sites with similar visitor demographics. Banner space is typically sold by thousands of impressions, or the number of times that the banner is served on the site.

Just as in the print ad business, not all page space is created equal. You could pay anywhere from $10 to $100 -- or even more -- per 1,000 impressions. Web sites that can deliver a valuable niche command the higher prices. AdCentral features an ad space registry of sites that offer advertising, along with their rates and terms.

Use a banner exchange service
If you don't have big bucks to spend on ad banners, consider using a banner exchange network. It works like this: you join a banner exchange service such as LinkExchange or SmartClicks. The service guarantees that your ad banner will receive a certain number of exposures on other member sites. In exchange, you promise to display other members' banners on your site a certain number of times. Typically, you receive one exposure for every two you give; the exchange companies make their money by selling the difference to paying advertisers. Most services also provide statistics on access and click-through rates for your ads.

To target a more specific audience, try a more specific exchange service, such as the Mac Web Network or Gamers Link Xchange. Check out Mark Welch's list of general and specific banner exchanges to find one or more that work for you.