The Adify Blog
[ Viewing entries tagged with "Publishing" ]
Creating Value When the Supply is Endless
Jeff Jarvis’ Feb 8, 2010 post “Stop Selling Scarcity” points out a few obvious, but rarely discussed truisms:
Art is Back: Can Creativity Save Us?
Since its inception, the Internet has been billed as “the most measurable” environment for advertising. What that has translated into, in recent history, is all science and no art. Advertisers are stuck in “short-termism” (to quote Rob Norman, Group M CEO), as though every consumer of content is ready to buy now—or will be in the next 30 days.
It is ironic that during an economic downturn—with DJIA down, Consumer Confidence down, and extra money going to pay bills—advertisers are doubling down on tired direct response networks, as though content consumers hadn't tightened their pocket books. Building a consumer's relationship with a brand seems to have all but disappeared.
SmartMoney is…Smart: How Cutting Ad Spaces Can Increase Revenue
AdAge just reported that SmartMoney increased their click-through rate (much as we don't like that metric, it's still widely used) and re-engaged key advertisers. How? By studying the performance of each ad unit on their site and eliminating below-the-fold, low-performing/low-value ad space. The results were happier advertisers, better performance, and users who stick around longer.
Three Ways Publishers Can Win the Fight for Premium CPMs
In a recent heated discussion about the future of journalism—and Google's role in driving the demise of newspapers—the panelists took Google to task:
Sexiness and Desire
At one of our recent all-company meetings, our co-founder and president Russ Fradin told us that "We provide the infrastructure and services with which companies can build vertical ad networks. It's not sexy—we stay behind the scenes and give companies the tools to create a network that fits perfectly with their own brand."
Making Content and Advertising Profit Online
On February 9, 2009, Jon Stewart interviewed Walter Isaacson on the subject of his Time Magazine article, "How to save your newspaper." Isaacson prefers micro-payments for articles. Henry Blodget, in contrast, recommends subscriptions for full access, with individual stories fully indexed and freely accessible, i.e., the Wall Street Journal model. Daniel Lyons, a successful blogger at The Secret Diary of Steve Jobs, recently disclosed how little direct money he actually made from advertising on the blog.
Publisher Q&A: How much money can I earn?
Adify’s Network Builders actively recruit quality independent sites for their premium, vertical ad networks. As a result, over 6000 independent web sites have joined networks powered by Adify. Publishers vary in size and experience and we thought that sharing a common question and answer from time to time would be valuable to other interested publishers. Today’s question:
“My blog is so new that I don't know if I'm even eligible. I'd love to learn more about the bridal network. Do you have any examples of how much money small blogs can earn?”
The Adify answer:
The amount of money you can make is contingent on three factors – size of your audience, quality of your site and placement of your advertising.
First - Size of audience – you have to measure it and Adify recommends using both Google Analytics and Quantcast. Each one will require placing a little bit of transparent code on your site. Quantcast delivers very interesting data on your visitors such as their demographics and behaviors, and Google will tell you how long they spend on your site, where they came from and what pages they visited. Both will tell you how many times the pages in your site were viewed (impressions), which can help you get a better idea of your potential earnings. The highest quality advertisers buy on an CPM basis – Cost per Thousand impressions. If you only have 10,000 impressions, you’ll get (10,000/1000) * rate. So traffic is the key to money.
Second is the quality of your content and design – the more attractive and professional you make it, the better for higher rate advertisers. Adify and our Network Builders constantly review both applications and existing sites to ensure that our publishers are delivering the quality experience and audience that advertisers expect. Publishers are coached if there are quality issues and advertising can be withheld from their site until the issues are addressed
Third is the number and placement of ad spaces on your site – you do not want to over-clutter as it marks you as low quality and uninterested in audience experience. You want to have about 3 ad spaces per page and two should be “above the fold” - i.e. visible when someone first comes to your page and doesn’t scroll. The entire ad unit doesn’t have to be visible, but some of it should be. Ad Age just reported on the clutter trends – and right now, Neilsen and comScore have both shown that less clutter leads to higher rate and higher impact advertising.
We hope this is helpful – discover the right vertical ad network for your quality independent sites at www.adify.com/networks.
Bain IAB Digital Pricing Research Released
Bain & Co. and the Interactive Advertising Bureau have released a new Digital Pricing Research report that address issues of price compression for large publishers who use third-party ad networks and exchanges.
Jupiter’s Prescription for Content Producer Success
Large portals such as Yahoo and AOL have continued their efforts to consolidate web traffic, as reported by Barry Parr, Lead Analyst with Jupiter Research, in his new report Living With Portals (July 3, 2008). While Google’s dominant search engine tends to send traffic to a wide variety of smaller sites, the portals are, in actuality, “portals to their own properties." Yahoo.com, for example, sends 67% of its traffic to Yahoo-owned sites.
Publishers' Bill of Rights
At Adify, we hold these truths to be self-evident that all publishers are entitled to expect that the advertising they invite onto their sites adhere to a reasonable bill of rights detailed herein:
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