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October 25, 2011
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Ad-Monetization in a Changing Online Landscape


October 27 is the birthday of the first time banner ads were seen on a website. Hotwired.com was the first company to run these ads in 1994 and they were the beginnings of what would become a $24 billion business and generate a CTR of 78%. They were simple ads, created for AT&T and Volvo—the latter’s banner didn’t even send the consumer to the company’s website but rather to a questionnaire of what type of automobile they’d be interested in. It’s been 17 years since then and online advertising has grown tremendously, but the average CTR of banner ads today is only a fraction of a percent: a measly 0.1%. So how does one generate ad revenue in a world where online consumers have adapted to ignoring banner advertising?

We must ask ourselves why the CTR of banner ads drop so much. This has a two part answer; banner ads are ignored, consciously and subconsciously, and when they aren’t ignored, they don’t convert at a high rate because the ads are not delivered at a relevant time. The solution to these issues is to reach online consumers where their attention is and when they want it. In-content advertising allows advertisers to accomplish this.

In-content advertising is much like the product placement that you see in movies and television. This advertising technique is contextually relevant as well as tightly integrated and works for two reasons: Consumers see and interact with these advertisements and they experience the advertisements while they’re actually looking for the information. The easiest way to reach your viewer is with in-content advertising with link insertion. Link insertion allows users to scroll the mouse over a word that then pulls up a pop-up to link to the relevant site.

This article was a guest post from Murray Newlands, to learn more about in-content advertising and link insertion, please read his most recent eBook,”Content Monetization” or “INTENETclick“:In-Text Advertising Secrets.

Tags: advertising public relations online banner consumer ads links

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September 15, 2010
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The Importance of Monitoring the "Webiverse" | Fast Company

Excellent article in FastCompany on the importance of following your brand and interacting online in the “Webiverse”.  Blogger Bobby Brannigan offers six reasons organizations should go about monitoring conversations online.

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1) Keep an eye on the competition. Every company should have Google Alerts set up not only for new Web content about them, but also for their rivals. Have they launched a new product? Won over a key customer? What are they doing that you’re not? Following the opposition is more important than ever and provides additional insight into what’s happening in the industry.

2) Track key words. Make a list of key words related to the organization’s services and offerings and set up individual searches on those terms. Whether these words show up in a news story or blog post, it’s a good practice for companies to monitor this activity.

3) Determine who’s linking to your site. From a PR and marketing perspective, businesses should consistently include links to their Web site on any information that’s distributed. For organizations that send press releases, this is an easy way to monitor which sites pick up the news.

4) Acknowledge customers. Not only is it good practice to track competitors, but following key customers or partners is equally important. For example, if you receive an update that a prospect was recently acknowledged for something, send them a personal note congratulating them on their accomplishment. It’s not only a kind gesture, but it demonstrates that your company monitors their business as well.

read the remainder at http://bit.ly/9zh651

Tags: PR public relations online tracking social media tips tools branding