NONE: ONLINE-ADS>> Maximizing A Site's Revenue
ONLINE-ADS>> Maximizing A Site's Revenue
Holloway, Andrew (aholloway_at_cliqnow.com)
Tue, 30 Jun 1998 17:37:52 -0400
Awhile back, Rick Bruner of Executive Summary
( http://www.x-summary.com ) and I were discussing how
publishers could increase their revenue with profitability
as the ultimate goal. Here's a snippet of that email
conversation...
There are a number of ways for Web publishers to maximize
revenue in addition to ad banners. These methods include
special promotions, integrating/creating content to meet
an advertisers goals, sponsorship of unique features, e
commerce opportunities and database marketing. Special
promotions may including using any real world event
(Mother's Day, Thanksgiving, the Superbowl, etc.) and
tying it in with an advertiser's message. For instance,
promoting 1800 Flowers on a page that covers Mother's Day
topics. These options are abundant and only require a
little creativity. Creating a customized content
environment for advertisers provides a unique opportunity
for building brand awareness and brand equity. For
example, create a section on Oktoberfest for Luftansa or a
travel agency to sponsor. This not only raises awareness,
but also enhances the image of the advertiser. To further
increase revenue, Web publishers must view each of their
unique content features as a unique sponsorship
opportunity. Many of these types of promotions do not use
up valuable banner inventory. For example, selling space
in emailed newsletters is a great way to increase revenue,
and no one has to pay for ad serving! E-commerce will
play a greater role for sites as well. Travelocity, for
instance, books airline tickets. Some investing sites
sell financial research. Find a product that your
audience finds desirable and start selling it on your
site. If you don't have the technology, find a partner
and start a revenue share. Lastly, database marketing
will become additional source of revenue for Web sites in
the near future. Emailed advertisements have a
surprisingly good rate of return. Watch for sites to
start adding more "opt in" clauses on their registrations
pages.
By combining e-commerce opportunities, special promotions,
content integration, newsletter ad sales and database
marketing, all sized sites will be able to support
themselves and grow.
What do people think of these possibilities? What other
possibilities didn't we mention?
~~~~~~~~~~~~~~~~
Andrew Holloway
Account Executive
CLIQNOW! Sales Group
tel-212.301.8903
fax-212.301.8901
aholloway_at_cliqnow.com
http://www.cliqnow.com
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