Promise Media

ArrowsAn online business will find the future bleak if it doesn’t cope with two basic facts: audience growth has slowed to single digits while the creation of new sites is growing at high double digits.

Growing online market share is the best and possibly one of the few remaining strategies that can increase the chances of a digital business surviving in the years ahead.

Certainly, it requires businesses to grab newly created audiences, but it also requires taking audience away from competitors.

In the early days of digital, even a somewhat badly run online business could grow simply because the online audience was growing at such a rapid pace and there were far fewer competitors than exist today. (more…)

stored in: Advertising, Marketing and tagged:

Generating digital revenue via email advertising is becoming more difficult than ever based on current trends, technology and competition for consumers’ attention.

That doesn’t mean it’s dead, just that it’s not nearly as bright an opportunity as it was some years ago.

In fact, the Internet Advertising Bureau has dropped email advertising as a product category that it tracks in its trend reports.

In the first half of 2013, email ad revenue totaled $78 million or less than 1 percent of search revenue, according to research reports from the IAB. (more…)

stored in: Advertising and tagged: ,

Online ad revenue reached its highest point ever in the first half of 2014, according to a new report from the Internet Advertising Bureau.

Total digital revenue reached $23 billion and represented a 15 percent increase over the first half of 2013.

The second quarter of this year saw a 14 percent increase versus the same quarter a year ago, the report said.

The 15 percent year-over-year growth compares to an 18 percent YOY growth in 2013 versus 2012. (more…)

stored in: Advertising and tagged:

Searching for sample online rate cards is no easy task, but once found, the comparisons are revealing about advertising strategy and pricing.

The following rate cards have been posted on their respective Web sites for public access. It is important to note that they are subject to change at any time, so timestamps are provided when available. (more…)

stored in: Advertising and tagged:

Click through ratesAsk the average Web publisher for the advertising click-through rate on their site, and the answer will probably be a blank stare.

Heck, I didn’t used to know the answer myself. But I do now, and it reveals quite a bit about how and where ads perform best on a site.

It is stating the obvious — but it needs to be stated anyway — that the click-through rate is the ultimate quantifiable response measurement for a banner ad.

It is stating the well-known that click-through rates continue a downward trend because of ad blindness and the overwhelming volume of ads on an overwhelming volume of Web sites. (more…)

High quality link buildingEvery site manager with a strong sense of marketing and search engine optimization knows that finding a high quality backlink is like finding a pot of gold.

Search engines love those kinds of links because they represent a vote in favor of the site getting the link.

That vote has become more important than every because the rise of “nofollow” links has resulted in many sites losing the “link juice” that the links provide.

“Nofollow” means the search engines shouldn’t follow the link and as a result shouldn’t look on it with any favor. The vote is gone.

That leaves far fewer opportunities to find (or build) backlinks from friendly sites, related blogs, article sites and other sites that still allow nofollow in one form or another.

It’s important to note that the value of the backlink is based in part on two factors — the page where the link resides and the site where the page resides. (more…)

stored in: Marketing and tagged: ,