How is the cost of displaying banners formed?

Question

Internet advertising

No matter which site you go to, prices vary everywhere.
For example, Habr for 240x400 asks 500 rubles for 1000 impressions on the main page (without targeting).
Roem - 700 rubles, LiveJournal - about 300 rubles, sites with pirated music - 30-50 rubles, a large number of niche services and standalone blogs - from 60 to 200 rubles.

With pirates, it is more or less clear, if we ignore the "fat" advertisers from the automotive industry and others like them, what causes such a spread in prices and how to form an adequate price for your resource?

Answer 1

I won’t tell you how to form an account, but here’s my IMHO about prices:
Firstly, the theme of the site decides - for example: visitors to the habr actively click on banners related to IT. Secondly, the quantity :) Here the turkey understands. And thirdly, each owner knows the value of his site...

Answer 2

When we determined the cost of placement on our new site, we first analyzed the cost of advertising on the sites of our main competitors. For the first time, while the resource is new, we placed banners of large companies for free, this set the tone for the rest. Most often, people evaluate who exactly places ads on a particular site. If these are well-known, successful companies, then people will be more willing to agree to become your advertiser.
P.S. while monitoring competitors, it turned out that the main page of their sites, on which the most expensive advertising, gives only 5% of visitors, the remaining 95 immediately go to internal pages from bookmarks. Advertising on internal pages is 60 percent cheaper. But people pay money for the main and do not know))

Answer 3

everything was simple for us:
Site-catalog of offers (in our case, franchises)
There is a cost of placement for a year, which is calculated based on the overhead costs for this placement (work of programmers / managers, server rental, salary for other staff, etc. .)
The site has existed for 5 years, at first there was no advertising at all. Approximately six months later, we were able to calculate how many visitors interested in the offer, on average, this placement brings, i.е. roughly speaking the average price of 1 interested visitor.
After that, we collected a base of subscribers interested in receiving fresh franchise offers by e-mail, and began to offer franchisors to send mailings to this database for money. How did we calculate the cost of this mailing? We made the first couples of mailings for free and looked at how many of them received responses. Then we multiplied this number by the average price calculated above and got the cost of mailing.
Similarly, prices are set for all other paid services. Thus, each service that is on the site, incl. banner, costs about the same in terms of price per 1 interested person.
Accordingly, when we want to add a new banner space, we hang some kind of banner there, look at the CTR and set a price.
True, such a scheme is not suitable for media sites, etc., but, in my opinion, it is well applicable to all kinds of B2B sites, for example, catalogs of ready-made businesses, franchises, commercial real estate, etc.