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I'm looking at developing a sports-based website that has the potential to attract a lot of traffic. I need help in getting some idea on the potential levels of revenues from banner advertising/affiliate advertising etc that can be expected from a popular

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I'm looking at developing a sports-based website that has the potential to attract a lot of traffic. I need help in getting some idea on the potential levels of revenues from banner advertising/affiliate advertising etc that can be expected from a popular

Revenue from banner adverts and affiliate advertising has a range of rate cards, with banners costing anything from €1 - €25 CPM (cost per thousand). The challenge, however, is that whilst the market and the value of marketing platforms related to behavioural and permission marketing is on the up, interruption marketing online is under real pressure, as cynical impatient online users in a hurry have little time to be interested in banners. There is also the challenge that Google owns so much of the world's page impressions that it's impossible to get even a meaningful slice of that pie.

Be very careful about basing a business model around banner ads. Explore sweating your other assets, such as a list of opt-in email subscribers. Think about how you can provide online PR opportunities for your customers; provide co-branded community based marketing for your customers, but be very wary indeed of building a business around a banners and affiliates model.

Many organisations with deep pockets have failed before you.

Answered by

Gareth Dunlop

Useful Links

Business
1. Business and Leadership
  Ireland's leading online source for breaking business news from Ireland and the world; plus analysis, features and interviews with the decision makers and thought leaders.
2. Companies Registration Office
  The Companies Registration Office is the central repository of public statutory information on Irish companies and business names.
3. Endeavour
  Endeavour is an intensive global launch pad for entrepreneurs. It is targeted at ambitious, high achievers who are totally focused on changing the business space they are about to enter. They need not necessarily have been in business up to now, but will have proven themselves as achievers in their career or some other aspect of their lives.
4. Irish Franchise Association
  The Irish Franchise Association promotes the development of franchising in Ireland through exhibitions, seminars, newsletters, awards and networking.
5. Irish Internet Association
  Established in 1997, the Irish Internet Association (IIA) is the professional body for those conducting business via the internet from Ireland. The IIA provides leadership to enterprises and society conducting business in Ireland.
6. Irish Patents Office
  The Patents Office provides an efficient and effective system of industrial property protection through the implementation of the relevant legislation.
7. Revenue Commissioners
  Provides information on Irish tax and customs.
8. Social Entrepreneurs Ireland
  Social Entrepreneurs Ireland aims to encourage and support the development of social entrepreneurship in Ireland. Its mission is to promote social entrepreneurship by fostering the early stage development of a new generation of social entrepreneurs and by actively working in conjunction with the business, third level, public and voluntary sectors to support the development of a new social entrepreneurship movement. 
Education
1. FÁS
  Ireland's national training and employment authority
2. M50 Enterprise Programme
  The M50 Enterprise Programme is an enterprise support programme provided in partnership by four higher-education institutions located in the M50 economic corridor.
Funding
1. AIB Business Banking
  Details of AIB's business start-up package.
2. City and County Enterprise Boards
  CEBs provide direct grant support to new and existing enterprises and promote entrepreneurship, capacity building and women-in-business at local level.
Networking
1. Plato Ireland
  Plato Ireland is a confidential business support forum for owner managers of SMEs.
Support
1. BASIS - Business Access to State Information and Services
  This website has been developed in order to provide business with a single access point to all government information and services.
2. Enterprise Ireland
  Enterprise Ireland is the government agency responsible for the development and promotion of the indigenous business sector.
3. InterTradeIreland
  InterTradeIreland has been given responsibility by both governments to boost North/South economic co-operation to the mutual benefit of Northern Ireland and the Republic of Ireland.
4. Shannon Development
  A government-owned regional development company dedicated to promoting and developing the Shannon Region.
5. Synergy Centre
  Synergy Centre at ITT Dublin is the innovation centre of South Dublin County, providing office space and business supports to early-stage enterprises.
6. The Health and Safety Authority (HSA)
  The Irish state-sponsored body with responsibility for securing safety, health and welfare at work.
7. Údarás na Gaeltachta
  Údarás na Gaeltachta is the regional authority responsible for the economic, social and cultural development of the Gaeltacht.
8. Young Entrepreneur Programme and Awards
  The Young Entrepreneur Programme is dedicated to illustrating the validity of entrepreneurship as a career choice, helping to identify, inform, recognise and celebrate Kerry’s next generation of business leaders - and their educators.
Technology
1. Digital 21
  Digital 21 is a campaign to highlight the imperative of creating an action programme to secure the digital infrastructure and services upon which the success of the Irish economy depends.
2. Gadget Republic
  A great guide to all the latest gadgets and gizmos!
3. Silicon Republic
  Ireland's technology news service, winner of ‘Best Technology Website’ Award at the Realex Irish Web Awards 2009
4. Tibus
  eBusiness solutions provider encompassing web design, web app development, networks infrastructure, hosting and broadband provision.

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I'm looking at developing a sports-based website that has the potential to attract a lot of traffic. I need help in getting some idea on the potential levels of revenues from banner advertising/affiliate advertising etc that can be expected from a popular

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