Tag Archives: business development

Canadian Display Traffic – The ‘Valueless’ Country

Canadian Display Traffic: Valueless in 2016

(Sell-Side – Publisher talk!)

Canadian web traffic seems to be devalued on the world market, ranking close to Australian. Especially the market value on the global programmatic marketplace. Canadian “eyeballs” aren’t just that valuable to the demand side. Really we’re quite similar (Aussies & Canadians), but that’s another story.

Canadian traffic is at the top of many of the global network and Tier 1 publishers.. In the top 4 traffic sources by Geo. Yet, demand for Canadian traffic isn’t constant outside of Canada, and the traffic goes largely unmonetized. Demand for Canadian display traffic originates from within Canada. Yet demand for example for US, UK, DE traffic originates outside of those countries too. Demand for these Geo’s is constant and auto generating. Why?

Fewer Canadian Consumers

The Canadian consumer is a valuable and intentful traffic source. There’s just not enough of them localised in one particular DMA. Besides the Toronto corridor or maybe Montreal, crossborder publishers’ targeting capabilities are too limited to make a measurable impact on ad revenue – even when there is CA demand. And the purely top Tier 1 “.ca” publishers’  inventory is already wrapped up an commoditized by the larger Canadian networks.

The geography, disparity and proximity to the US market may be one factor. The US market is the strongest  and most valuable traffic in the world, with the highest CPM’s in North America that’s for sure. According to the Financial Post article dated in 2013, “Online retail sales to hit $34-billion in Canada by 2018” , Canadians are expected to increase their purchases online from retailers like Amazon, and Best Buy. For more information on how the demand side capitalizes on your web visits and  your web browsing tracking and history.. See my previous video blog post “Advertising: Why You Need It: 2016”  about the nature of digital tracking and consumerism in North America.

Canadian “eyeballs” going unmonetized

Canadian (CA) traffic is going largely unmonetized on cross border publishers. CA traffic is not being valued. So how does this happe?. Let’s says a publisher has a majority of US, UK, DE and then CA traffic. The first 3 Geo’s get monetized and the CA goes to a remnant partner .. so the lowest in the ad dollar chain.

That same CA traffic on a Canadian site is valued twice as much from demand/buyers within Canada. It makes more sense to advertise to Canadians from outside Canada, as it’s more cost effective for the demand side.

Programmatic Advertising in Canada

To confound the situation, programmatic is not understood by most Canadian mid tier Publishers, as they expect the direct or guaranteed buys to continue. To them, programmatic it as just another remnant deal, rather than incremental revenue or alternative revenue source.. rich media programmatic confounds them entirely.

Yet, the top tiers’ get demand dollars beating down the door all day so they just can sit back and get the direct buys and normal ad stack partners… but programmatic and scale buying of standard IAB and now rich media will continue to erode their high CPM’s. Listen and watch the market!

… video blog of this post coming soon!

Earn More Ad Revenue Today

Digital Marketing INSIDER video blog

Need the advantage of an advertising consultant and business development manager, with a speciality in Display or Mobile Advertising? 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 new ad supported youTube channel

Advertisers And You: Best Friends 2016

Advertising: Why You Need It: 2016

(Publisher talk!)

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

Digital Marketing INSIDER video blog

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