Publisher’s Anti-Recession Tool - Create New Marketing Opportunities
It’s been made official, we’re in a recession. As publishers know, the easy ad dollars are scaling back as companies move toward product discounts and more measurable ad efforts. However, publishers can stave off an exodus if they focus on giving added value to their advertising partners.
What does added value look like? They come mainly in the form of non-standard advertising, like page sponsorships, sweepstakes, and yes, larger ad units.
The NY Times rolled out some new extra-large ad units for a Citibank campaign a couple weeks ago. Blogger Robert Scoble has been sponsored by Seagate all of 2008. Now tech blog TechCrunch has launched a new contest with Symantec, promising to send two lucky readers into zero G on February 21, 2009. The theme is meant to push the ease and speed of Norton Anti-Virus. And regardless of whether Symantec is paying for the campaign, both companies are driving value. TC gets more reader interest, and Symantec exposure. You can see the details here.
The bottom line is that if advertisers are pulling ads off your site citing ambiguous returns, give them a clear reason to stay. Perhaps a non standard campaign will work for you.
Tags: publishers
Add New Comment
Thanks. Your comment is awaiting approval by a moderator.
Do you already have an account? Log in and claim this comment.
Add New Comment
Trackbacks
(Trackback URL)