Digital Display Advertising: Help Us Help You

Digital Display Advertising: Help Us Help You

SalesCycle_FeaturedAs you’d expect, MNA continually receives requests from clients and agencies looking to run digital display advertising on our member’s sites. Whether it’s a standalone buy or an extension to a print campaign, we’re always trying to find strategic ways to maximize advertiser’s spend and drive incremental revenue to our member newspapers.

Unfortunately, more often than not we find it extremely difficult to gather the necessary information from our members that media buyers need to execute a digital buy. This leads to missed opportunities, frustration on the part of everyone involved, and a general lack of faith that newspapers can effectively deliver a digital audience.


The three most critical pieces of information that MNA needs to collect from our members at a moment’s notice to be considered for a digital display buy are:

1. Ad Size (in pixels)
2. Available Inventory (number of impressions or static placement)
3. Rate (either per thousand impressions/CPM or by month or/week)

If your newspaper has a website that offers digital display advertising opportunities, I implore you to create a document that can be instantly updated and easily shared with MNA when requested to ensure that we can maximize our ability to deliver new and incremental digital advertising revenue to you.

The Interactive Advertising Bureau (IAB) is a terrific resource if you are looking to familiarize yourself with standard digital advertising unit sizes, best selling practices, audience measurement guidelines and creative standards. A great place to start is by reviewing IAB Digital Display Advertising Guidelines

If you have any questions, please do not hesitate to contact me or the MNA Staff. We’re always here to help!

Have a great week,

If there are specific topics you’d like to see discussed in a future issue of The Sales Cycle, please contact me at (612) 278-0223 or