Rates – Promise Media

Email Advertising Needs ‘Visible Impressions’ to Set Rates

Email advertising may find new life by embracing the concept of visible impressions.

Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. In other words, the ad appears somewhere at the top of the page.

The concept supports the branding part of online advertising. If the site visitor can see the ad, he or she may register the brand for future consumption. The visitor doesn’t have to click on the ad for it to have credible and measurable value.

But the concept faces a unique challenge in the email marketing environment because of low open rates and images that are blocked by email readers. Continue reading “Email Advertising Needs ‘Visible Impressions’ to Set Rates”

Expandable Banners Increase Revenue Without Depleting Inventory

Expandable banner ads provide a way of boosting revenue for sites that are running out of ad inventory.

The average growth rate of online audiences has slowed to single digits in recent years.

That means successful Web sites that want to grow audience aggressively must take market share away from competing sites.

It’s easier said than done. Don’t mind the cliche, because it’s true.

Sites with flat to moderate growth rate and aggressive sales, especially if they have direct sales, end up running out of inventory to sell. Continue reading “Expandable Banners Increase Revenue Without Depleting Inventory”

Multiple Revenue Streams Build Business Success

Content and media Web sites that develop multiple streams of online revenue end up with better odds of meeting or even exceeding their advertising goals.

multiple_streams Content and media Web sites that develop multiple streams of online revenue end up with better odds of meeting or even exceeding their advertising goals.

They also increase their odds of surviving as a business.

Online banner advertising — including contextual ads such as Google AdSense — dominates many articles and discussions about Web site management.

But robust sites have eight to 10 or sometimes even more revenue products as part of their business strategy.

Here are 13 options common among many content Web sites: Continue reading “Multiple Revenue Streams Build Business Success”

Advertiser Retention Rates Depend on Tracking Results

A question came up one day about the retention rates of our online display advertisers. We were surprised by the answer.

After a little research in our billing system, we discovered that our online direct sales retention rate of about 65 percent — local, regional and national — was slightly higher than the newspaper retention rate.

Of course, local clients have the highest rate, followed by regional and then national. In addition, clients who have spent the largest amount of money in special-short term campaigns tend to have lower rates.

They want a big blast that wipes out most of their budget, then wait a while until trying again. Continue reading “Advertiser Retention Rates Depend on Tracking Results”

Online Advertising ROI: 3 Useful Metrics

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Response and branding are the two primary benefits of any advertising campaign.

ROI is difficult to track for branding because the results are not always immediate or directly measurable.

That is not the case with response, which can be immediate in the online environment. Continue reading “Online Advertising ROI: 3 Useful Metrics”