Increase Your Ad Revenue
In theory, it's a pretty simple proposition: if you want advertising to work, go where the eyes (or ears) are. In reality, our fragmented, niched media marketplace presents challenges for media buyers looking to find the best return for their marketing dollars. Am I reaching the audience I want? Is the message coming across the way I want it to? How do I know I can tie business (or lack of it) to a particular campaign?
These are the challenges media sellers need to address, but developing a strategy for doing so can be tricky. A strategy is an action plan pursued to achieve a desired result, but publishers' marketing strategies are pulled in two directions: to support products, including new media and untested, ad-supported platforms; and to meet advertisers' needs. The two imperatives do not always mesh.
"They're looking for revenue. It's hard to blame them for that," Peter Gardiner, partner and chief media officer for global ad agency Deutsch Inc., says of publishers. "But I've just seen it for a long time in the digital space, where 'if you buy this, you've got to buy this.' Please, give me a break."
"When its not going to be an integrated buy, give up. … Go away, we want to just buy this."
Gardiner freely admits the growing importance of multiplatform consumption to consumers. The trick for advertisers has to do with figuring out the best, lowest-risk marketing mix, and the role each channel can play. "You have media that are set up in their own silos as far as how you buy them. When you start talking about digital components of magazines and iPads and all this stuff, it gets very complicated because the value components are very different. I think that's the big problem. What do you pay for what value? How are consumers going to react to the advertising?"