When is Display Right for Me?
Five reasons to use display advertising
Lots of new publishers turn to contextual advertising when they first start advertising on their web sites, because it seems like the easiest way to start. But if you ignore display, you’re ignoring a way to make money with your sites.
Contextual advertising is an easy way to start, but using display advertising can be just as easy. Here are five reasons why display could be right for you.
1. Variety is the Spice of Life
Publishers sometimes make the mistake of looking at advertising too one-dimensionally. For example, some publishers only use text ads to monetize their pages. Their rationale is that text ads won’t “distract” their users from web page content.
However, using display ads along with those text ads provides variety, which can improve a user’s overall experience on a web site.
2. Display Can Handle What Text Can’t
Text ad services can’t read a flash game that’s running on a page, can’t create relevant ads from a social network profile (where the comments and content are really mixed), and can’t “listen” to an internet radio site and determine relevant text ads to show. These kinds of publishers are ready to put display ads into the mix, as they’re likely to monetize better.
3. If it’s Guaranteed, it Will Be Display
What can you do if your site is growing, gaining traction, and you want to have the option of selling a guaranteed ad campaign to Company XYZ? Guaranteed campaigns are usually made up of display ads—so your site is more likely to attract advertisers if you’re already running display ads than if the site only has contextual ads.
4. Being Discreet
With most contextual ad systems, people usually know exactly who is providing your ads; with display it’s not as clear. Some publishers would prefer to keep their ad providers to themselves.
5. Channel Conflicts, Competitors and Contextual
Contextual relevancy can sometimes work against you. An example: if you’re a site that features a directory of different plumbers, your text ads on the sidebar will most likely be about “plumbing” or “plumbers.” But what if plumbing companies (who paid to be advertised high up on your directory page) have to compete with those text ads? The conflict is real. This is another example where ad variety works for you.
Fortunately, there is an easy solution for addressing these issues: It’s a free ad-server/ad management system called Direct Media Exchange. It provides a variety of ads, less channel conflicts, and can lead you to higher ad revenue opportunities. Using DMX, ad networks bid for your ad spaces, and the highest bidding ad is served every time…so you can maximize your ad revenue.
It’s that simple. DMX can provide you with a more effective way to monetize your web sites.
If you think you’re ready for display ads— or merely want more competition between your current display ad networks to help maximize your revenue—it may be time to check out DMX. Ads can be hard work to handle on your own. But we make it easy.
—Vince Panero, Community Education Manager/Blogger, Right Media’s DMX
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March 21st, 2008 at 11:40 am
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March 23rd, 2008 at 12:39 pm
[...] When is Display Right for Me?, Yahoo Publisher Network Blog [...]
March 23rd, 2008 at 12:39 pm
[...] When is Display Right for Me?, Yahoo Publisher Network Blog [...]
March 28th, 2008 at 3:56 pm
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