When should you test your banners? (I).
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Banner ads are usually purchased in terms of quantity of exposures. That is, when you hire a website or network to show your ad, you pay them for the number of times that your ad is shown to the public.
Your ad can appear in different contexts and that can alter the price. Some of these contexts can be more effective for one goal than others, but also require more work by part of the contractor in order to place your banner effectively, thus a higher price.
There is a significant difference in placing your ad in what is called a 'run-of-the-site' context or targeting environment, and a well-targeted one.
When you place your ad in a run-of-the-site environment, there is a lesser chance that the people who actually see it will be interested in its topic(s). A targeted environment is usually better in this regard because the audience is more related in terms of interests to what you are offering.
Of course, the price of targeted advertising is higher than any of the 'run-of-the-site' variants that are currently being offered in the market. However, it is not always advisable to purchase targeted exposures.
The issue is that such exposures are only very infrequently sold in small numbers. You should expect to find offers of no less than 100.000 exposures per banner, a proposition which could easily cost hundreds, if not thousands, of dollars. Usually, if you ask for lesser quantities, the price will increase significantly or your service provider will say no to you.
