Promise Media

Google Analytics for Mobile: How-to and Best Practices

Mobile reports in Google Analytics are incredibly useful for analyzing site trends and user behavior.

At a time when mobile usage is skyrocketing and surpassing desktop, any site that wants to capture more mobile visitors and maximize their experience should use mobile data in GA to see how to make improvements and where to make them. (more…)

Stored in Online Marketing and tagged , ,

Online Audience Measurement: An Introduction

Online audience measurementOnline audience measurement is fundamental to managing and growing a Web business.

Knowing your audience will improve your revenue and readership in short order.

Anyone who has worked in Web site publishing struggles with accurately measuring an audience.

It is more difficult than counting newspaper subscribers, TV viewers and other consumers of media because a single computer may have one or more users who often can’t be tracked separately. (more…)

Stored in Online Marketing and tagged

Mobile CPM Rates: Trends and Best Practices

MobileMobile CPMs and their ability to generate meaningful revenue remain a major challenge to digital publishers.

Average Mobile CPMs reflect market supply and demand. They also can be discouraging when compared to desktop CPMs.

Recent CPMs have remained relatively flat while the total available inventory has grown at a strong rate, according to eMarketer.

The same company estimates that mobile will consume more than 50 percent of total digital spending in 2015 for the first time.

Mobile publishing presents four specific challenges for anyone wanting to generate ad revenue:

  • Mobile CPMs are much lower than desktop CPMs.
  • Information is limited on how to establish mobile rates and rate cards.
  • Mobile revenue is not high enough to justify large investments in mobile publishing.
  • Creative options are far fewer than desktop.

(more…)

Stored in Online Advertising and tagged ,

Effective Banner Advertising Mixes Branding, Response

Response ad

This Chevrolet ad features a red truck that attracts attention. At the same time, note the response mechanisms at the bottom that allow searches for build, price and inventory.

Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client.

The early days of online advertising based its reputation on clicks, which is the main response function of the ads.

During that time, a typical Web page had few ads, and those ads were much smaller than today. The small ad sizes limited the use of graphics and emphasized text because it was space efficient.

As an example, one of the first standard ad sizes was the strong horizontal size — the 468 by 60. That size has been replaced by the 728 x 90 and the 970×90. (more…)

Stored in Online Advertising and tagged

How to Use Mobile Text Ads for Extra Revenue Stream

Anyone who publishes a mobile-friendly site often finds that one of the greatest challenges is getting it to produce a decent amount of revenue.

Mobile text ads help solve that problem by providing an alternative ad type to mobile sites that seem to rely so heavily on display.

Visit numerous mobile sites with a smartphone browser to see what kind of advertising types they provide. The great majority have display ads, but most do not offer text ads. (more…)

Stored in Online Advertising and tagged , ,
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