Frequently Asked Questions (FAQ) for Publishers About the Emergency Services Ad Network (ESAN)

Although ESAN has an array of options for publishers designed to meet individual needs, the "standard" account is a turn-key, hands off solution of placing paid advertising on your site. You simply apply for a publisher account and wait for a response from the ESAN staff. If your application is accepted, you will receive a notice within a few days, at which time you cut and paste the ad code on to your page wherever you want an ad to appear. The standard ad tag will rotate through all of the available campaigns for your site. The number of campaigns in rotation could change daily. ESAN will send you a check at the end of each payment period.

What kind of revenue can I expect?

That depends on a number of factors, including site traffic and performance. Most important, publishers should note that generating significant revenue (from any form of advertising) requires high volume. This is the most commonly under-estimated factor by newer web publishers. "Performance" is measured differently by each advertiser, but some may refer to click-through-ratio, or conversions to sales or leads. The "desireability" of your type of content also has a high impact with some advertisers, and may be irrelevant to others. But one thing is for sure; banner placement above the fold always works better than below the fold.

How do I get started?

You simply apply for a publisher account and wait for a response from the ESAN staff. If your application is accepted, you will receive a notice within a few days, at which time you cut and paste the ad code on to your page wherever you want an ad to appear.

What reports are available?

Through our ad serving team, ESAN offers an assortment of reports for publishers, including Traffic Summary by date (real-time) and Campaign Performance by advertiser.

What creative sizes and formats are available?

Many campaigns offer leaderboard (728x90), skyscraper (120x600), medium rectangle (300x250) and buttons (125x125).

Why should I become an ESAN publisher?

Whether you're seeking an effective way to fill unsold inventory or need a reputable network to represent your entire inventory, ESAN has the infrastructure and the tools to help you garner the highest possible dollar value for every advertisement served on your web properties.

What is the minimum traffic level required for a website to be accepted into ESAN?

To be considered, we require websites with a minimum of 10,000 unique visitors per month.

How do I become an ESAN publisher?

To apply to become an ESAN publisher, simply complete and submit the online application form. Please ensure that you read and agree to our Publisher Agreement submitting your application.

Are there any costs involved in joining ESAN?

No, there are absolutely no costs involved in becoming a publisher with ESAN.

Existing account related questions

Can I block CPC campaigns and run only CPM ads?

Yes. Just let us know if you are opposed to running CPC type campaigns and we'll omit you from those opportunities. While our sales team is focused on CPM sales, some firms will only establish CPC deals.

There may not always be a CPM ad available for your site. We always serve CPM ads first and use CPC advertisers to fill in the remaining inventory. The number of of CPM campaigns running on your site will vary, and depends in part on your site's performance.

How is the total payment calculated?

The total payment is a combination of CPC and CPM amounts. Multiply your CPC payout rate by the number of CPC clicks. Multiply your CPM payout rate by the number of CPM impressions/1000. Add these totals to get the total balance owed. ESAN.com operates consistently between advertisers and members. When we bill on CPC terms, we pay members on CPC terms, etc.

When are payments sent?

Payments are sent quarterly (every three months).

How can I increase click-throughs from my page?

There are many ways to improve click rates. Here are a few that have been proven to help:

If you are running 468x60, consider switching to other unit sizes. The 468x60 ad size is no longer an IAB standard ad unit, and is being dropped by most advertisers, especially those paying CPM. The current standard ad unit sizes include the 728x90, 160x600, 300x250, and the 125x125.
Place the banner "above-the-fold", meaning that visitors do not have to scroll to see it.
Don't group the banner with other advertisements.
Place the banner code on several pages and on your busiest pages. Integrate it with content whenever possible.
Put banners at points where visitors usually exit your site.

How are impressions tracked?

An impression is recorded via our ad server each time someone visits your page with the ad code on it.

Why did the CPM ads stop running on my site?

If CPM advertisers are not achieving their performance goal on your site, they will remove their campaign from your site. If your site generates a lower than average CTR on all campaigns, you may eventually only have CPC ads running.

How much do I get paid?

Publishers are paid 40% of the revenue received from all advertising campaigns served on their websites through the network. A 10% sales commission is also deducted.

Does ESAN deny entry of certain sites into the network?

Yes, we are only able to accept sites that comply with our application requirements and for which advertiser inventory demand exists. Please see the Publisher Agreement for the latest information regarding network application criteria.

What revenue models do you offer?

We focus on CPM (cost per one-thousand impressions) and sponsorships (a fixed rate over a defined time period). In limited circumstances we will also offer CPC and CPA campaigns.

Can I block ads from my site for any reason?

Yes.

What other sites does ESAN work with?

As the premiere public safety advertising network, we work with only quality publishers. Our network is growing quickly as publishers are beginning to see the monetary benefits of aggregating their audiences on the ESAN.

What is the minimum monthly impression level to join?

There are no monthly minimums.

How long does it take to be approved to join ESAN?

Approval typically takes less than 72 hours.

Do you require exclusivity in your contracts?

No, we do not require exclusivity.

How do I get a successful banner ad designed for my business?

You can have any graphic artist design a banner ad for you, as long as the size requirements are met. We can also design a custom banner for your business in our studio for reasonable costs.