8 Ways to Increase Digital Ad Revenue by 50% or More
I recently received a fantastic email from a single title B2B publication that I work with: “As of today, we are on track for $452,380 in digital revenue alone. This is a 66% increase over last year’s digital revenues of $271,798!”
How did they do it?
We took a serious look at how the team was approaching digital ad sales, removed programs that weren’t working, reworked their products, delivered more value to their advertisers, and simplified the program. The publisher, editorial, and sales staff got behind the changes and their advertisers obviously responded positively.
Now they’re getting ready to launch some new digital products for next year.
With the fall sales season coming up quickly, now is also the time for you to take a serious look at your digital ad programs, make needed adjustments, and get your staff ready. Here are eight tactics that you should consider.
1. Simplify Your Digital Advertising Program
When I look at most publishers’ digital ad programs, they’re too complicated and have too many products. Ask your ad reps to give you a quick recap of your digital program. If they can’t quickly and easily do this, then you’ve got a problem.
A good rule of thumb is that if you’re not selling out any specific product 70% of the time, you should consider eliminating it. Use that inventory to bolster the value of other digital products. Or get rid of it altogether to reduce site clutter and the number of emails you send – and to improve the performance and value of your other products.
Simplification of your digital products is the best way to help your ad reps sell more and to deliver more value to advertisers, making them want to buy from you again and again.