Transcript Choosing Media Partners

Monetizing with Ads and
Working with Media Companies
By
Taste of Home and My Recipe Magic
Your Blog is Your Business
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Know your audience
Gather emails through offers and opt-ins
Post minimum 2x+ per week to blog
More for other social media platforms
Ad Revenue
• Advertisers want your ad space
• Traffic measurements
• Page Views = The number of times your pages have been seen
by your visitors
• Impressions = The number of times the ads are displayed
• Unique Visitors = Best tracked by signed on users, but
sometimes tracked by IP addresses
Ad Revenue
• Advertisers are looking for:
• Audience specifics, demographics
• Ex. Age, Gender, HHI, Children in HH, etc.
• Contextual
• Words in your post, image titles or post titles
• Engagement
• How long a visitor stays on your site
• Number of pageviews per visit
Ad Revenue:
Measuring Success
• Engagement – blogs tend to have high engagement
because of loyal followers
• Time spent, comments, shares, likes
• CTR = Click through rate
• Ex. On Taste of Home, targeted media gets
~.3/.4% CTR
• Mobile – traffic increasing
Media Partners Help Maximize Ad
Revenue
• Media providers bring advertisers
• Dedicated sales staff
• Combine relevant audiences for more volume
• Technology
• Utilize content/audience targeting
• Research and audience metrics
• Knowledge of ad space to maximize the most dollars
• Provide post-campaign metrics
How Pricing Works
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CPM: Cost per thousand
Effective CPM (eCPM): Actual or overall CPM
All ad revenue divided by available ad impressions
Fill rate becomes important
Too many ads dilute CPM – ad space and ad sizes
Measure RPM
Stacking Your Ads
Using DFP – highest bid wins
• Direct sale, local media:
• Ex. Joe’s Diner @ $1.25 for 10,000
• Media partners
• Ex. Taste of Home @ $.80
• Indirect/remnant, CPM floors
• Ex. TBD @ $.35
• Direct based on sponsored posts or other third party
targeting
Tracking Ads
How Ads Are Served
• Nano second delivery
• Tools like DFP or native chain
• Share passback tags
• Track the ‘lost impressions’
Keeping Track
• Monitor the daily runs – dashboard
• Measure eCPM – daily dashboard provides reports
Choosing Media Partners:
Compare Their Content
Match Your Vertical Market
• Complement other sites
• Establish relevant affiliations
• Add value from cross promotion and programs
Choosing Media Partners: Compare
Their Services
Paperwork & Logistics
• Contract
• POP
• comScore
• Getting Tags
Choosing Media Partners: Compare
Their Services
Getting Paid
• Payout timing
• CPM estimates or floor
• Revenue share
Choosing Media Partners: Compare
Their Services
Technology
• Back office: Operations/ad ops for optimization
• Dashboard & CMS
• Technology advancements
• Ex. Mobile platform
• Ex. Video platform and content access
• Tech guru capabilities
• Research, analytics
Choosing Media Partners: Partnership
Beyond Banner Ads
Influencer Marketing
• Sponsored posts
• Contesting
Engaging Ad Units
• IAB rising stars – new units
• Video –video capabilities
Custom Rich Media
Ad Unit: Sidekick
Custom Rich Media
Ad Unit: Billboard
Choosing Media Partners: Partnership
Beyond Banner Ads
Promotions
• Content
• Content sharing to drive traffic
• Cross promotion with other brands/websites
• Social Media: Shared Pinterest boards, mutual likes, shares
Choosing Media Partners: Partnership
Beyond Banner Ads
Promotions
• Events
• PR options
Your Blog is Your Business
• Do your homework
• Community conversations
• Ask all questions