Online Advertising That Works

ONLINE

School Newspapers Online www.snosites.com

ADVERTISINGthat works!

http://www.snosites.com

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)

ADVERTISINGONLINE

HOW IT IS TODAY


TODAY•Fragmented audience

•Advertiser can access audience via many ways

•Audience often ignores ad messages

•Tracking methods available


The key is bringingyour specific audience

to your specific advertisers.


People won’t justgive you money.

Leverage what you haveto generate revenue.

ADVERTISINGONLINE

VOCABULARY


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.


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)


Change your paradigm. Educate advertisers.

Online isn’t print.


Adapt your skillsfor a digital platform.

Use tools to your advantage.

ADVERTISINGONLINE

WHAT YOU NEED TO CONSIDER


BUDGET•How much revenue do you need to generate?

• Pay the site hosting fees • Training • Equipment

•How much is coming from other sources?


TRAFFIC•What does your audience look like?

• Demographics • Age • Location

•How big is the audience?

•How much can you charge? • More traffic = higher rates


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.

ADVERTISINGONLINE

WAYS TO GENERATE REVENUE


BANNER ADVERTISING•Called banners even though they may be in sidebar

•Leaderboard

•Footer

•Embedded in text


NATIONAL BANNERS•Google AdSense

•National campaigns (good luck)

•SNO Ad Network


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)


OTHER TYPES OF ADS•Pre-roll

•Pop-up

• Interstitial

•Email

• In app


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)

ADVERTISINGONLINE

WHO TO HIT UP


BUSINESSESTarget businesses with a local connection

• Local businesses

• Franchises with local owners

• Large teen customer base (florists, tux shops)


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)


PARENTSCongratulations messages

• Baby ads

• Sports teams success

• Graduation


NON-PRODUCT SPONSORSBusinesses that want to be affiliated or support but aren’t after an immediate sale.

• Insurance agencies

• Funeral homes

• Law firms

ADVERTISINGONLINE

HOW TO SELL


KNOW YOUR AUDIENCE•Research from analytics

•Know your traffic — they’ll ask

•Know weak areas and prepare rebuttal

•Anticipate questions and provide reasonable answers


PROVIDE BENEFIT•Why should they advertise with your site?

•What do you offer that others don’t?

•Think win-win.


OFFER INCENTIVE•Combine with print or other sponsorship

•Discount for multiple months

• Introductory rates


KEEP PUBLISHING•Publish something new to your site every day

•Promote traffic to your site

•Use social media to remind and resurface


BE CREATIVE•Find ways to generate revenue

from non-traditional methods

• It’s not always about running an ad

ADVERTISINGONLINE

KEYS TO REMEMBER


GO LOCAL.

1 Coke and Verizon don’t need your site to reach their audience. Your best advertisers are local businesses.


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?


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.


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.


ADS + SPONSORSGenerate revenue through traditional advertising and non-traditional means. Every $25 helps.5

Logan Aimone, MJE // School Newspapers Online [email protected] slideshare.net/snosites

QUESTIONS?

mailto:[email protected]?subject=

http://slideshare.net/snosites

Online Advertising That Works

Education

Transcript of Online Advertising That Works