Archive for April, 2009

Impact of Text Ads as Ad Format for Publishers

Its been long debated that display vs text ads which are better performing ad formats where both formats proving their own merits and demirts for a publisher.

Before one dives straight into performance shown by each its important to look at factors which would impact selection of an ad format for a publisher

i) Size of the publisher - Lot of people feels this is not an important factor while debating between the two as one page site or multiple page site both can take advantage of text or display ads in their own way. Though I still feel its important factor impacting total revenue earned per page. Past data analysis has shown site with page views >5000 per day would benefit with implementation of text ads format as compared to display banner placement or fixed slot selling. This is based on things where number of text ads placement per page(if >3) which will get CTR >1% as compared to same number of display ads placed on the page will get higher CTR or result in higher eCPM

ii)Ad Placement – This is one of the key factor which will have highest impact on eCPM irrespective of the size of publisher as text ads give ability to  the publisher to place relevant advertisement in the relevant content to generate higher advertising RoI. Text Links as another text ad format has seen 7-11% CTR on average content.

iiii) Selection of Advertiser - If you are in hand of an contextual ad network then you can be safe but another advantage  text ads have over display advertisers is sheer number of advertisers using the format. Cost of development and design of display communication is 20x as compared to text ads which also acts like a barrier in number of advertiser using the format. Again ability to change text ads faster to blend into relevant content act as key enabler for increasing CTR of text ads.

iv) color and font of communication – As emphasis is on blending combined with placement this plays important role for improving CTR hence larger control for publisher as compared to display advertiser where control is with advertiser.

Though this post does look tilted towards text ads as preferred ad format purely from publisher point of you not advertiser as peoples reaction or intent is captured faster with text ads as a format and makes complete sense for publishers as more advertisers are looking to capture audience which would buy product then and their itself.

Display advertising does have higher impact in creating a brand and especially for products where higher consideration cycle for buyer is higher and internet is just used as medium of research.

Earlier google content network was the only option but with other text based advertiser options coming up like Microsoft PubCenter, Kontera etc and with google ad network optimization tool like Yieldbuild etc available publishers can start to find more value in monetizing inventory via multiple partners and understand their advertising inventory more.

Blog Monetization Platform – Business Model

We all have seen various blogging platform like Blogger, WordPress and one tried by their poor indian cousins like bigadda.com,ibibo,rediff iland etc

Though the primary source of revenue model for such blogging platforms has been Advertising revenue on user generated content though likes of wordpress have also benefited from offering blogging tools,hosting platforms etc.

The problem with web 2.0 content generated is lack of trust in quality of same as compared to editorial driven and hence most of the monetization ideas tend not to come in effect.

Keeping in mind how the publishing industry is suffering due to inability to refresh content and recent non-fiction piece of work getting traction has originated from blogs,online journals there is clear case with some one coming up with online trading platforms which let people monetize their content beyond digital advertising revenue. If a blogging platform can evolve to syndication service where we have publishing house on one side and the blog owners on another and create marketplace for increasing yield in auction scenario can help monetize reminant content which doesnt see day of light in offline media due to editorial limitation  and vice-a-versa gain content in shorter lead time to meet issue goal.

The blogging platform can also evolve from various services like ranking the content,acting like editors and help improve price point at which it gets monetized or sold. Other services could be ranging from translation to other languages etc.

The scope for such platform is immense and some structure to this business model can help create unlimited scalable platform which would could become a technology services driven business.

Update: Associated Press does have a platform of sort for professional content being generated and now they have opened it up for Amateurs as well.

Found out about it at Techcrunch : http://www.techcrunch.com/2009/04/28/associated-content-raises-6-million-for-publishing-platform/

Looks like business model being thought in India are already in implementation in US

Digital Marketing Institute – Is it time to start one for the industry

Every single digital industry professional has been talking about starting one to fullfill ever growing need for Digital Marketing Institute for increasing skilled digital marketing professionals pool for industry to hire and hone.

Most of the certification available around concentrates on SEM and google based marketing and doesn’t look at going at fundamentals of marketing and how innovation can be digital medium lead and converted into 360 degree campaign which would help meet brand performance objectives of maximum reach leading to increase in sales or brand recogniztion as desired.

Recently we have seen lot of good Interactive initiatives like jaagore.com of TATA Tea or Sunsilk Gang of Girls social networking site has helped brand establish create recall or loyalty among segement of users which it was fast losing out to likes of Pantene in case of sunsilk etc.Hence there is strong case for us to train creative and media pros to understand the digital medium can be the lead medium for executability.

Such Digital Marketing Institute course program would need to concentrate on following topics

i) Fundamental of Strategic Planning in TV,Print,OOH and Radio

ii) Mapping of performance metrics of other mediums to digital medium metrics

iii) Understanding how to effectively use Internet Measurement Tools like Comscore, Alexa, Nielsen Online, Google ad Planner

iv) How to evaluate brand objectives for execution via digital medium

v) Various digital marketing techniques like SEO,SEM,PPC,CPM,Innovative properties,Mailer  and their impact on brand performance metrics with case studies

vi) How to design creatives,,microsite communication to ensure RoI from digital medium

vii) Media Planning and how to create performance benchmark for various properties

viii) How to demystify audience of media without actual using the property

ix) Effective Media Buying for Results – Negotiating and finding low cost – high performance media

x) Using Omniture, Visual Science, Atlas,DART for effective media optimization

xi) Social Media – How to create brand engagement using tools like blogging, Youtube,Social Networking sites

This is just basic guideline for starting a course and ofcourse can go into more details on what exactly should be covered etc and there will be lot of study put in generating the content and studying its impact for driving result for people taking the program.

In terms of business viability side program can be marketed to Advertising Agencies, Marketing Managers and even B-Schools can be partnered with for delivering the program.

If some one is ready to invest, am ready to execute the same :) though would love some feedback on what all should be covered and individuals who can used as knowledge hub for same.


Contact Details

E-mail:siddharthpuri@gmail.com Call Me :+91-9910444460
April 2009
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