How Publishers can monetize their online advertising inventory more effectively?

Publishers need to be more innovative in terms of not only maintain the traffic flow onto their web property but also should always look for technological advancement to attract more traffic. There have been arguments, especially after the recent economic slowdown, about how display media should be bought and what direct value does it add to the ROI goals. In my opinion, Publisher need to look beyond CPM advertising and work on Revenue Share to attract more Advertiser Sign-Ups… Basically how Google works and maintains number 1 positions, as a traffic source … Only when a USER clicks… they get paid (PPC)

A) Offer your clients various Ad-options to chose from:

- Online Display Advertising (Banner/Popunders)

- Lead Generation

- AdSense

- Rich media

- Direct Sales

- Subscriptions

- Sponsorships

B) Offer clients various Cost Models to fit into their media plan:

- CPM (Cost Per Thousand) / CPV (Cost Per View)

- CPC (Cost Per Click)

- CPL (Cost Per Lead)

- CPA (Cost per Acquisition)

- Rev Share

C) Be part of Online Ad Networks/Traffic Exchanges as these are the places where you get most of the advertisers…

D) Have Flexible/Customised rate cards

What could advertisers do to make their online advertising more effective?

Advertisers and/or the Agencies they hire, need to do a lot –

- Need to always look for fresh ideas of how to be at right place and at the right time.

- Strong Media Planning – Media Mix (Display/PPC/Email/Social Media Marketing/Contextual etc.)

- Look for genuine traffic sources under each of the above category, where they not only get volume assurance but also the experience and technological capabilities to target audience and optimize better. Rate each traffic source on five important aspects (in Order): Audience/Reach/Technology/Pricing.

- Based on the objective of the campaign and offer type, select vertical specific traffic or run campaign on relatively cost effective traffic from Online Ad Networks under RON category.

- Try different traffic sources to reach deep and vast as much as possible.

- Use of innovative ideas in the creative used to attract audience actions

- Create Landing pages with Relevant and to-the-point information

- Measurability of Delivery against goals… Post Impression/Post click tracking

- Plan better for future campaign… Its better to have a balance of the same traffic source already worked with (if you have seen performance or scope of performance) along with trying new ones in every media plan rolled out for a campaign.

- No traffic is bad, based on what the offer is… The Best approach is to try various Display Ad Options (Banner/Popunders/Contextual/Email etc.) under Different Cost Models. (Know more about how Various Cost Models Work…)