online advertising that works
DESCRIPTION
You shouldn’t have to sell candy bars to support your news website. Yes, you can make money through sponsorships, advertising and other sales opportunities — if you know what it takes.TRANSCRIPT
ADVERTISINGPRINT
HOW IT WAS IN YESTERYEAR
ONLINE ADVERTISINGthat works!
YESTERYEAR•Large, monolithic audience
•Advertiser bought space in paper
•Only way to reach audience
•Message published = message read (assumed)
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HOW IT IS TODAY
ONLINE ADVERTISINGthat works!
TODAY•Fragmented audience
•Advertiser can access audience via many ways
•Audience often ignores ad messages
•Tracking methods available
ONLINE ADVERTISINGthat works!
The key is bringingyour specific audience
to your specific advertisers.
ONLINE ADVERTISINGthat works!
People won’t justgive you money.
Leverage what you haveto generate revenue.
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VOCABULARY
ONLINE ADVERTISINGthat works!
VOCABULARY•Audience: People who visit the site
•Traffic: Size of audience, measured by page views or sessions
• Impression: Each time an ad is shown (impressed) to a reader to the site.
ONLINE ADVERTISINGthat works!
VOCABULARY•CPM: Cost per thousand impressions •CPC: Cost per click (only pays if a person clicks on
the ad) •Exclusive: Fixed ad position for period of time
(week, month)
ONLINE ADVERTISINGthat works!
Change your paradigm. Educate advertisers.
Online isn’t print.
ONLINE ADVERTISINGthat works!
Adapt your skillsfor a digital platform.
Use tools to your advantage.
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WHAT YOU NEED TO CONSIDER
ONLINE ADVERTISINGthat works!
BUDGET•How much revenue do you need to generate?
• Pay the site hosting fees • Training • Equipment
•How much is coming from other sources?
ONLINE ADVERTISINGthat works!
TRAFFIC•What does your audience look like?
• Demographics • Age • Location
•How big is the audience?
•How much can you charge? • More traffic = higher rates
ONLINE ADVERTISINGthat works!
COMMUNITY•Who is your competition?
•What will advertisers pay? • Charge as much as you can.
• Don’t devalue your product.
•Set (and adjust) price accordingly.
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WAYS TO GENERATE REVENUE
ONLINE ADVERTISINGthat works!
BANNER ADVERTISING•Called banners even though they may be in sidebar
•Leaderboard
•Footer
•Embedded in text
ONLINE ADVERTISINGthat works!
NATIONAL BANNERS•Google AdSense
•National campaigns (good luck)
•SNO Ad Network
ONLINE ADVERTISINGthat works!
LOCAL BANNERS•Online-only campaigns
• Advertising only on the website
•Print + digital campaigns • Advertising on both print and the website • Other print platforms (yearbook, lit mag)
ONLINE ADVERTISINGthat works!
OTHER TYPES OF ADS•Pre-roll
•Pop-up
• Interstitial
• In app
ONLINE ADVERTISINGthat works!
NON-AD REVENUE•Photo sales (SmugMug)
•Parent/congrats ads (baby pics, sports teams, graduation)
•Traditional fundraisers (candy, carwash)
•Patrons/sponsors (T-shirts, signs, listing)
•Promoted social media posts (tweets, posts)
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WHO TO HIT UP
ONLINE ADVERTISINGthat works!
BUSINESSESTarget businesses with a local connection
• Local businesses
• Franchises with local owners
• Large teen customer base (florists, tux shops)
ONLINE ADVERTISINGthat works!
ORGANIZATIONSGroups that want to spread their message
• Nonprofits (advocacy orgs, campaigns)
• Government (city parks/rec, employment)
• Colleges (trade schools, other training)
• Churches
• Youth groups (study abroad)
ONLINE ADVERTISINGthat works!
PARENTSCongratulations messages
• Baby ads
• Sports teams success
• Graduation
ONLINE ADVERTISINGthat works!
NON-PRODUCT SPONSORSBusinesses that want to be affiliated or support but aren’t after an immediate sale.
• Insurance agencies
• Funeral homes
• Law firms
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HOW TO SELL
ONLINE ADVERTISINGthat works!
KNOW YOUR AUDIENCE•Research from analytics
•Know your traffic — they’ll ask
•Know weak areas and prepare rebuttal
•Anticipate questions and provide reasonable answers
ONLINE ADVERTISINGthat works!
PROVIDE BENEFIT•Why should they advertise with your site?
•What do you offer that others don’t?
•Think win-win.
ONLINE ADVERTISINGthat works!
OFFER INCENTIVE•Combine with print or other sponsorship
•Discount for multiple months
• Introductory rates
ONLINE ADVERTISINGthat works!
KEEP PUBLISHING•Publish something new to your site every day
•Promote traffic to your site
•Use social media to remind and resurface
ONLINE ADVERTISINGthat works!
BE CREATIVE•Find ways to generate revenue
from non-traditional methods
• It’s not always about running an ad
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KEYS TO REMEMBER
ONLINE ADVERTISINGthat works!
GO LOCAL.
1 Coke and Verizon don’t need your site to reach their audience. Your best advertisers are local businesses.
ONLINE ADVERTISINGthat works!
KNOW YOUR STATS.
2 Advertisers know you have site analytics, and they’ll ask you for them. If your traffic is low, why would they advertise with you?
ONLINE ADVERTISINGthat works!
SELL SOMETHING.
3 Show how the advertiser will benefit, and make sure there’s a point to the ad. Don’t just publish a business card.
ONLINE ADVERTISINGthat works!
START SMALL & BUILD.
4Start with a handful of loyal local advertisers and build on that base as you increase site traffic. Use that success to attract others.
ONLINE ADVERTISINGthat works!
ADS + SPONSORSGenerate revenue through traditional advertising and non-traditional means. Every $25 helps.5
