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Internet Advertising

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Pre-Roll Ads May Not Scare Off Online Video Viewers

The perils of preroll appear to have been vastly overstated, according to Nate Elliott, research director at Jupiter, who suggests audience loss as a direct result of prerolls could be as little as 5%. – Advertising Age – Fear of Preroll Ad Eases

If you’re considering advertising your business on online video, this study shows that viewers are not likely to leave just because you advertise before the video (a preroll ad).  However, viewers will leave if they feel that the content is not valuable.

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Using Pay-Per-Click (PPC) Campaigns to Attain Business Goals

Sadly enough, too many advertisers initiate PPC campaigns without knowing what the end goal is. A word of caution: Traffic is not an end goal! …PPC campaign effectiveness is judged by its impact on the company’s bottom line, and the return on investment. Campaign optimization is measured by an increase in CTR and improved quality score. – Ask Enquiro – Key PPC Best Practices (Part 1 of 4)

I’ve had many clients who ask me to increase the traffic to their website by helping them optimize their Google AdWords (PPC) campaign.  Often the client is already getting pretty good traffic to their site through the AdWords, search engines and direct traffic – the problem is that all the traffic isn’t helping them attain their business goals – increased leads and sales.  In these cases taking a look at the landing pages and the usability of the site can often give clues as to why the traffic is not converting to sales/leads (we’ll cover that in more depth in a future post).  Most importantly, think about what the business goals are for your PPC advertising and maintain consistent wording on ads, landing pages and through out the site.  To measure effectiveness of your PPC campaigns, think in terms of business goals – conversions, sales and ROI.  The Ask Enquiro article has good information to help you run effective PPC campaigns.

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Pricing Online Ads

Futuristic Play @Andrew Chen has an interesting read: Internet Advertising Bureau and Bain on pricing in online ad markets.  One point for publishers stood out:

Need to better support the value of premium inventory – through more innovative offerings and/or reducing units available

Too often websites get greedy about making money and put ad placements all over their pages (what I like to call the “porn effect”).  Putting too many ads on a page is detrimental to all the advertisers because they have to fight for share of voice (SOV) or attention.  Visitors are more likely to ignore ads entirely if they are lumped together (they subconsciously know that area of the page is just “ads”).  It may seem a bit non-intuitive but creating an ad inventory – or set amount of ads and ad spots can help you increase their value.  As your traffic grows, more advertisers will be interested in advertising on your site.  If you sell out of spots, you’ll be able to raise the prices of your ad spots.  Selling out of spots also entices advertisers because it infers that your site is a valuable advertising placement.

If you have ads on your blog or website, what has been your experience with creating an ad inventory?  What about on other websites that you visit – what are your thoughts about their advertising?

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