![]() These are more aggressive formats intended to push a customer through to a sale. The buyers shift to "direct response advertising". Other Display Networks: Brand interest drops fast as you move away from the major ad networks. These ads can be run alongside Google AdSense. : Yahoo! Bing Network Contextual Ads, well regarded and earns well for.You can often boost your revenue by running other networks: here are a few well regarded options: Google AdSense has strong set of standards around website content and advertising placement. If you can get approved for AdSense, use them. They provide brands and merchants with an affordable way to run ads on smaller websites. Major Display Networks: Google AdSense is the market leader in this space. Smaller sites can get access via platforms like Monetize More (simple version of Ad Exchange). Generally requires high volume (20MM+ pageviews / month) to get an invitation. Large brands use this market for high dollar buys on sites they are confident are brand-safe. It has a high level of competition and pays the best rates. So.who should you talk to? We've profiled a few suggestions for each level of the market.Īd Exchange / Premium Inventory: The big boy table for buying and selling display ads. It works, but at a significant cost of user trust and engagement. Just be sure your audience strategy is "churn and burn" than "nurture trust" if you're using this stuff on your site. Without them the lower tier of the web wouldn't have a viable monetization strategy. They're trying to squeeze blood out of a stone, after all civilized methods have failed. That being said, I have a soft spot for the shouters. A certain fraction of the traffic will convert anyway. And those banners that look a Window's download button. Pound the table with aggressive imagery, browser traps, click-bait and other tricks. Shouters: So what do you do when you don't have personalized data and can't use other cues to find an offer? Why you SHOUT of course. Keep a close eye on this traffic to ensure they're not annoying your audience. The rest of the world, realizing they have one shot, attempts to close harder with aggressive ads. Brand buyers want the opportunity to slowly close a sale with follow-up deals. This reduces demand and changes behaviors. One key feature of contextual buyers: they don't expect to talk to prospects again. Lower tech approaches are pretty much keyword matching. Smarter firms target based on demographics, using your audience to find relevant offers. They rarely using hard-sell tactics, aiming to gently get seen and herd leads towards a sale.Ĭontextual Advertisers: These folks target offers using cues from your content or traffic. They use relatively audience friendly messaging. At the customer level (everything is at the customer level with these guys). Unless you promote affiliate offers, they'll beat anyone else's bid for the ad spot. While they have some rules, they also have some perspective on how long it is going to take to close business. One risk: the growing threat of privacy regulation.įrom a publisher perspective, I've always liked these folks. They've got a bunch of lists and are using your site to "ping" their target customer on a regular basis. ![]() These guys are the cool math types with a careful eye on the numbers. This next level of advertiser is using personalized data to chase a prospect around the web. Re-targeters: Continuing our Vegas example, we have the re-targeter. If you're taking the "high road" in content quality and traffic building, brand buyers are your best bet. A direct response buyer can at least point at the pile of leads their bold moves generated for the company. Thus the fixation on brand safety and policies: they have no other way to show value. They are spending a pile of money with no clear short term results. In reality, these guys are all afraid of their boss. They want their message on websites that are prominent and respectable. Content policies: family friendly and don't hit any controversial topics please. Strict restrictions on the number of ads per page. Of course, there's also the old saying that "He who has the gold, makes the rules". The call with a multi-million dollar customer at stake. Cash, thrown to the winds in hopes of someday scoring a call from a passing CIO or VP. Look at all the ERP and consulting advertising spattered all over airports. Brand buyers will eyeballs today in hopes of future business. With huge budgets and a corporate mandate to blow it all to build brand awareness, they are a flowing river of cash. They pull up to the carport in a comped limousine and say "dahling" a lot. ![]() The Brand Buyer: If we were in Vegas, these are the high rollers. With that in mind, here's how to look at the different types of advertisers, what they bring to the table, and what they will ask of you in return.
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