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Rocketboom: Let the Bidding Begin


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January 30, 2006

Rocketboom: Let the Bidding Begin

Heather Green

Here's the link to Rocketboom's eBay auction for five days of ads. The video blog's reserve opening bid is $500. On any given day, Rocketboom reaches at least 130,000 people per day. This will be interesting to watch.

11:38 AM

podcasting

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I'm not sure the reserve is $500.00 Heather. I think the opening bid was $500.00 but I'm sure they aer seeking much moer than that as a reserve. I was hoping to see a "Buy It Now" amount! I'd like to know what they think the ad spot will be worth.

Posted by: Jim Turner at January 30, 2006 12:25 PM

Guesses on the winning bid?

They say in the ebay description that the ad will get about 1,000,000 impressions... Andrew Baron has said in the past that Rocketboom charges $50-$150 CPM. Jeff Jarvis has speculated that they get about $80 CPM.

This ad will probably command a higher CPM for two reasons. (1) This whole eBay thing is sure to attract a lot of publicity, and (2) the advertiser will get exposure on five consecutive episodes, which is exceptional for Rocketboom -- and will probably lead to a very high click-through.

My guess for the winning bid is $120,000...

Posted by: mark at January 30, 2006 12:56 PM

Hey Jim,

Thanks for that catch!

Posted by: Heather Green at January 30, 2006 01:11 PM

It'll be interesting if these ads will run on Rocketboom episodes recorded via TiVo -- and it'll be interesting to see if I'll be able to resist the urge to skip forward to get to the commercials.

Posted by: Mike at January 30, 2006 03:08 PM

Wow !!!!!

Posted by: D. Harry at February 1, 2006 07:28 AM

That auction is really taking off! I've bid up to $6000 so far, which is nowhere near in the game now.

Posted by: Ed Kohler at February 2, 2006 10:40 AM

this is making history!. call me a dreamer, but IMHO this is the superbowl ad equivalent of the blogging era

I wish them good luck. this is a bold move for the leading in the videoblog category.

david

Posted by: david at February 2, 2006 08:24 PM

OK -- Reality Check time.

So, the final winning bid = $40/CPM; actually less, if you consider it includes producing 5 distinct ad elements.

If anyone reading this deals with digital and tv media buyers and Agencies they would recognize that the reality of online video ads, podcast, targeted or broad is in the $25/CPM range -- everything else is over-sweetened Kool Aid -- the hype and pipe-dreams around "audio" podcast advertising is a disservice to the Content owners and has kept this space from being reasonably commercialized.

Now, for all those podcast ad companies who were founded on some absurd $50-$200/CPM premise, well, go back to your Investors and start telling them the truth (of course, they should have done a bit of Due Dilligence up front).

Posted by: dave at March 3, 2006 08:47 PM

OK -- Reality Check time.

So, the final winning bid = $40/CPM; actually less, if you consider it includes producing 5 distinct ad elements.

If anyone reading this deals with digital and tv media buyers and Agencies they would recognize that the reality of online video ads, podcast, targeted or broad is in the $25/CPM range -- everything else is over-sweetened Kool Aid -- the hype and pipe-dreams around "audio" podcast advertising is a disservice to the Content owners and has kept this space from being reasonably commercialized.

Now, for all those podcast ad companies who were founded on some absurd $50-$200/CPM premise, well, go back to your Investors and start telling them the truth (of course, they should have done a bit of Due Dilligence up front).

Posted by: dave at March 3, 2006 08:48 PM


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