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. (more…)
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. (more…)
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. (more…)
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. (more…)
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…)
One of the lesser known concepts in online advertising is yield optimization, which is a way of managing ad inventory to produce the highest average RPM or revenue per thousand impressions.
It starts with the basic idea that a site publisher or sales team may not be able to sell out 100 percent of all ad impressions on a site.
The inventory that is left is an opportunity to make more money.
But the strategy is not simply about filling that leftover inventory with house ads, extra unpaid impressions for a client or even with a single remnant advertiser. (more…)
If the responsive site has been well designed, the pages per visit and return visitors should be increasing as well.
Search engines recognize sites that are responsive and raise their rankings in search results because visitors will respond favorably to those results.
Unfortunately, all of this good news doesn’t mean that mobile advertising will deliver the same kind of numbers.
Numerous credible sources point to weak click-through rates and RPMs (revenue per thousand impressions) for mobile advertising.
Ironically, spending on mobile advertising continues to climb while spending for desktop advertising has weakened. (more…)