Sometimes, owners of lower-traffic sites choose to sell banner space at a flat
rate – in other words, at a fixed cost per month, regardless of the amount of traffic
or impressions. This would appeal to a media buyer who may be testing an online
campaign that targets niche markets.
There are several variations to what a sponsorship on a website entails. Examples
include exclusive adverts on all the pages and slots on a specific page, newsletter
or section, and sponsoring content. Sponsorship means that no other advertiser
will appear in that section. Sponsorships are often difficult to measure and are
mostly used to raise brand awareness. These can be very effective when launching
a new brand.