Advertising: Why You Need It: 2016
In a consumer based economy like the North American market, your primary value is to consume or purchase things. As the saying goes.. “Nothing is free.” You’re every interest and action and browsing history is tracked (ex. Facebook) for buyers to capitalize on your purchasing intent.
Online, and while visiting your favorite news, entertainment or sports site, all this happens in microseconds. The maturity and advancement in the digital world has outmatched TV and traditional media. (think Newspapers). Advertisers are shifting their budgets over to digital because of the capabilities to advertise cross platform and device and measure every intent and part of the funnel.
You may be thinking, that’s not acceptable, and an invasion of privacy and why do they need to do that anyway? I’ll just block them hahahaa… think again!
Block and Op Out
Sure you can block ads (See my vlog on “What’s a ad blocker?”) and opt out – but with more blocking and opting out (no cookies) you’re either not supporting your favorite site – or receiving ads that don’t interest you. The majority of your favorite sites are supported by advertising dollars. Advertising dollars they earn from visitors like yourself. With an ad blocker enabled or opting out, you’re contributing to their demise.
You give up your information to have relevant content to consume or ads about stuff you want to buy… not ‘belly fat” or “punch the monkey” type ads. This is specifically necessary to note for people that expect to get quality content. I’ve found that hipster and millennials expect free content initially – but will pay the monthly subscription fee (ex Spotify) if the value of the service is worthwhile. Millennials, hipsters demographic and older retired people are the majority of online consumers.
WTH is A “Pay Wall” anyway?
Think “Pay Wall.” Ex. The Wall Street journalism is exceptional, and you can only get that content with a subscription. Read this article in The Wall Street Journal in May 2016 about a major Tier 1 publisher trying to combat Ad blocking “Forbes Tests New Tactics to Combat Ad Blocking“. Those subscribers know the value of the journalism and timely insights and pay for it – and so does demand looking for a premium audience.
Ad Dollars pay for quality content
The quality of content is in direct relation to the quality of journalism. With an increase in ad dollars, Publishers can source and create unique, compelling and great content. The more unique compelling content – the more visitors and potential to monetize that traffic. As a premium or growing online Publisher, it may make sense to look at other options for maximizing your precious ad space. For other options to maximize your ad space, see my previous vlog “Heading Bidding. What is it?”
Still not Convinced?
And for those of you fellow readers still convinced that advertising is not for you, then learn your rights and obligations and how to opt out of Advertising in Canada at the Ad Choices site: http://youradchoices.ca
Earn More Ad Revenue Today
Need the advantage of an advertising consultant or business development manager? My name is Marc Joffe and I can help manage your display inventory or create new demand for your advertising space. As a Publisher Advocate that’s what I love to do. I work from Vancouver, Canada and still make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my ad supported youTube channel