...£500, 400, 300, 200 and 100 a month for a banner ad on a website how many hits/ad impressions would you want the site to have a month? Could you give an answer for each amount.
I recently sold a banner (250x100 below the fold) for $90/month, and serving aprox. 200,000 impressions/month of that banner.
Like any ad, I'd pay what was asked if I liked the site and monitor the results. If the ad produced positive results, such as a net profit, it stays. If not, it goes. $90 for 200k impressions would be a test I'd do if I were interested in the site. If I could get a 1% CTR, that's 2,000 clicks or 4.5 cents per click. The bottom line isn't the site's stats (that's just the appetizer), but the result. If I made more than $90 or feel I'm receiving more than $90 in value (branding/etc), the ad stays. If not, bye bye.