Back in February 2013, the Lab introduced advertising on Secondlife.com. The move brought a mixed response from users, some positive, some negative. In March, the programme was extended to include the SL Marketplace, and the Lab indicated they’d be adding advertising to all their web properties over time.
In extending the advertising presence in March, the Lab’s blog post commented:
These ads are a great opportunity for advertisers to reach the large, global audience that visits the Second Life web properties every day, and we want to extend that opportunity to Second Life merchants as soon as we can. For Merchants, advertising on the Second Life web properties will be a new way to get their offerings in front of potential customers, while at the same time making the ads extremely relevant to every Second Life user who sees them.
The Lab has now started contacting merchants to offer them the opportunity to make use of the banner space on the various Second Life related web properties – Second Life.com, the dashboard (/My Account – what you see when logged into Second Life on the web), the Marketplace, etc.
The programme is called Advertise with Us, and there is an official FAQ on the subject.
Space can be purchased on a campaign basis, based on number of impressions, and the marketing can be geographically targeted – so a campaign can be specifically targeted by language, for example, or by region.
Two sizes of ad are available:
- 728×90 horizontal top & bottom
- 160×600 vertical right side
However, there is a bite to the offer. The minimum expenditure for a single campaign is $1,000 USD (L$ payments cannot at this time be accepted), with individual advertising costs as follows.
Adverts across more than one property can be purchased as a part of a campaign, and merchants can specify their requirements via the Advertiser Information Form, which must be submitted in advance in order for a merchant to signify interest in the scheme and receive further information / instructions from Linden Lab (no payment required at the time of submitting the form). All ads must conform with the Ad Unit Guidelines.
There is no upper limit to campaigns, so long as the minimum fee of $1,000 USD is met, and campaigns of $10,000 or more can be invoiced. Additional requirements are outlined in the FAQ.
While the minimum cost of a campaign may seem expensive, the cost per 1,000 impressions is roughly equitable to charges made by Google for banner advertising. With a high monthly number of uniques (estimated at around 350,000 for properties such as the dashboard / My Account and the SL Marketplace), the advertising might be seen as highly targeted at an audience liable to have an interest in products and services on offer – assuming they are not using browser-based ad blockers.
For further details please refer to the links below.