Who Owns the Online Brand? How Publishers Can Better Share Brand Value with Advertisers
In the world of ecommerce, a publisher’s primary value to an advertiser is their ability to attract a specific target audience or demographic. Additionally, a publisher gains value from advertisers by connecting their users with related services. There are several online marketing avenues for advertisers and publishers from direct relationships to full service solutions. Both have benefits, but as online publishers are finding, some routes may compromise their brand and water down the defining characteristics that once made it valuable to advertisers seeking that specified niche.
Advertiser goals include generating conversions, finding the right metrics with their ad dollars and good old-fashioned branding. Publishers are looking to generate revenue, improve their user experience, and maintain their own brands. Finding a balanced synergy between advertiser and publisher is possible through the mutual understanding of goals and the customization of each party’s approach.
The online advertising industry has brought about the ability to track ad campaigns like never before. Publishers and advertisers can gather data about each and every user that views and clicks on their ads, allowing for detailed tracking of conversions. This initially took focus away from traditional branding, but more and more companies are recognizing the advantage and reach of online branding and the concept of return visitors.
Along with this renewed faith in branding comes the objective to set yourself apart, which can sometimes be difficult in a market that has become cluttered with look-alike advertisements. Ultimately, online marketers are left with a question: What happens when “cookie cutter” advertisements and search results start to water down the original character/brand of a site?
Publishers should look to interactive marketing solution providers that work hand-in-hand with their clients to customize search and advertising capabilities to compliment the publisher’s online brand and character. Too many publishers resort to more simple solutions that include implementation of advertisements that typically alienate users. By integrating ads within the brand and functionality of the site the publisher can add value to the user experience and increase the potential to generate higher quality leads and, ultimately, more revenue.
These customizable solution providers allow publishers to concentrate on their site’s original content and branding, while maximizing on ad revenues from relevant advertisers interested in their strong demographic. It is important for publishers to not only target ads to the content of each web page, but also the audience that is viewing them. Each site’s traffic behaves differently and certain advertiser brands achieve a higher performance based on this activity. It is for this reason that a customized solution is the most efficient way for publishers to achieve all of these goals.
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Tags: branding, findology and SEMArticle Sponsor
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