Who Owns the Online Brand? How Publishers Can Better Share Brand Value with Advertisers
Box Office Mojo is one such publisher that has turned to interactive marketing solutions providers that have more of a hands-on approach. Boxofficemojo.com is a content driven site that allows users to get up-to-date box office statistics and movie reviews. The ad income of this site is a large source of its revenue and creative ad placement has played a large role in increasing revenues while maintaining a strong brand.
In order to maintain its brand, increase ad revenues and continue to attract millions of dedicated monthly impressions, Box Office Mojo selected Content Map from Findology. With the use of its customized search and content technology, they were able to create additional content for users to explore and Box Office Mojo to monetize on.
The technology uses a program to read the content of a webpage and then underlines the most relevant keywords within the text of the page. When the user clicks on the keyword, they are taken to an in-site search results set extracted from an index of the entire site, or a two-billion page index of the web. The added impression can be monetized with banner placements and supplemented with sponsored listings at the top of the results set, creating even more revenue generating avenues for the publisher. The users are more actively engaged in content that is more readily available to them, while the advertisers are getting in front of the eyeballs of a more targeted audience.
The effect that hands-on vendors have is two-fold, because not only are the publishers benefiting from the increased critical site revenue without compromising their unique brand, the advertisers are seeing the positive results of a targeted campaign. This is a synergistic approach that reveals the truth about who really owns the online brand. When strategically bringing publishers and advertisers together you can help each of them reinforce their respective brands while achieving their goals.
As a result, publishers will experience increased revenue with creative ad implementations that improve user experience, while advertisers improve conversion rates with better metrics from placements in front of more targeted audiences. In the end, the brand can be powerful enough to bring users back to familiar surroundings and keep them in-line with their interests.
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Tags: branding, findology and SEMArticle Sponsor
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