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…)

Online Advertising demands you to be smart, flexible, and quick to meet the challenges. Experts empower you with solutions that go further, work harder, and deliver improved accountability and on the way Learn the market stats.

Other than the very popular challenges some of the hard tests that an expert in online marketing professional face:

Targeted audience – Maximum results with Minimum waste.

RON Ad placement – on complete network,

Channel Targeting – ROC campaigns,

Contextual Marketing – Focused Keyword/URL Targeting,

IP based Geographical and Area targeting,

Duration (Month/Week/Day/Hours of the day) Targeting…

Choices are endless. Let expert give you options

Transparency - Number of vendors for the same audience. There are various Traffic Sources:

-          Online campaigns across Premium Publishers like Yahoo, AOL, Rediff, MSN allows you to reach global audience.

-          Online Ad Networks in this context have been proven effective as Advertisers and Agencies get choices and better rates at single point.

Branded publishers don’t want the inventory they release to an ad network be identifiable by the buyer because they feel their direct-sales staff will be affected adversely, especially if the buyer is allowed to hand-pick the site. Ideally the media experts backed by targeting technology at an Online Ad Network, should be given authority to decide for offers/products to be on a site that is contextually relevant to the offers. Again it’s just not possible all the time. And so all the parties involved have to be aware and give the consumer some credit, and only the media-mix to reach most relevant consumer in the most cost effective manner is what works.

Pricing – Aiming the marketing goals various pricing models are involved in the Internet Marketing arena:

CPM – COST PER THOUSAND under RON and ROC – Cost effectiveness of CPM model not only works wonders for ROI targeted but adds value to consumers’ Search behavior.

CPC – COST PER CLICK with Text or Graphical Banner on targeted content rich sites with highly experienced optimization team in place.

CPA – COST PER ACTION – Performance campaign with ROI targets with range of online advertising options available.

CPL – COST PER LEAD – Pay only for Lead Generation, Sign-ups.

CPV – COST PER VIEW – Keyword/URL Targeting to provide relevant online advertising to the internet user while they are browsing the web, based on the relevant terms they use to look for information.

It all boils down to extensive experience focused approach and technological advancement to deliver results. Got queries, please write to

Email: sales@thepublishernetwork.com