The major online video sites offers a very simple choice when it comes to advertising rates: pay $90 CPMs on the high end or $10 to $20 CPMs on the low end. WebVideoReport provides a comparison price list of eight sites, demonstrating what marketers can expect to pay in general. These prices seem to be in line with broadcast TV; a media buyer I spoke with said that on average, the major networks charge about $25 CPMs, with $40 CPMs commanded by highly rated shows.

—The high end: At $90 CPMs, WSJ packages ads that run across the Wall Street Journal Digital Network, covering WSJ.com, Barrons.com, MarketWatch.com and AllThingsD.com. CondeNet, considered to be on the high side, offers only flat fees for sponsorships and wouldn’t reveal what it charges for CPMs. Advertising Age also offers flat fees. To get pre-roll spots on Bob Garfield’s Ad Review feature, marketers must commit $15,200 a four-week run and $124,800 for 48 weeks. For $50,000, you can get on YouTube for 90 days. But for branded channels, advertisers have to cough up $250,000 across Google (NSDQ: GOOG) and YouTube - that includes $100,000 or more on solely on YouTube.

—Relative bargains: Metacafe, one of the “older” video sites, starts at $10 to $35 CPMs, depending on where the overlays or pre-rolls are placed. The rate card: pre-roll, and home-page sponsored video units, $35; overlay ads, $20; a static companion ad, $10 to $20. Even bigger bargains can be had at NoGoodTV.com with $15- to $40 and Break.com, $10- to $35. Somewhere in the middle: MySpace, which charges $25 CPMs for ads on its videos.