4.2 Online Advertising
Traditional online advertising is another way to extend your presence online. Whilst it
isn’t always considered the most cost effective route, it is an option worth considering
if you have the budget.
On-site advertising can be managed directly with media site owners, or via a media
, who will often have the buying power to negotiate better deals on your
behalf. However, they will also take a cut of the spend (usually around 15%) as
On-site ads usually take the form of banners (MPUs, skyscrapers and leaderboards).
These can be as basic as a static GIF, to complex, interactive ﬂash adverts. Make sure
you familiarise yourself with the best
- keep them
simple, focused, with a clear call to action, etc.
There are usually various online advertising routes on offer including onsite display
advertising, email newsletter sponsorships and solus eblasts.
Before committing to a media owner, the golden rule is to make sure they are the right
media owner. Only consider them if they hit your target market and don’t be blinded by
big discounts. Ask for details around the volume and demographic of their online
readership and understand how they charge - will you be charged per click, or per
impression? Can they offer a lead guarantee?
Finally, don’t be afraid to haggle and never accept a media owner’s rate card price. A
media owner will always expect to give some discount - it’s just a case of how much
you can negotiate. Often this will depend on how much you are spending and whether
they think your relationship with them could be a long term one.
4.3 Print Advertising
The use of print advertising has declined steadily since the rise of the Internet.
However, it is still an option and can sometimes be negotiated as a value added
component of an online media contract, or as part of a PR effort.
To get the most out of it, there are some
ways to maximise your return from
them. Here are some of our favourite:
● Target your media - Identify the titles that your customers are reading.
● Keep it simple - Readers need to ‘get it’ in a second.
● Keep it positive - People respond better to positive messages.
● Strong call to action - Make sure you give the reader a next step.
● Clear next step - Short URLs, or use QR