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Publishers Top Tips for Choosing the Right Ad Content without Putting Off Readers

July 12, 2018  •  By: Renee Chemel

Being a publisher is not easy. You want to make money but also keep your audience interested and engaged. Finding that perfect balance is challenging and likely the number one priority when formulating an ad-based revenue strategy. You can’t live off content alone but then again, no one makes money from pumping ads all over the place. To maintain reader engagement, choosing the best of both worlds is critical. In fact choosing what ads to display is one of the most important responsibilities a publisher can have, if not the most important responsibility. Here are some tips we find invaluable to delivering the right kind of ad content while keeping everybody as happy as a clam at high water.

Avoid ad blocking with the right channel

According to PageFair’s 2017 Adblock report, there were 615 million devices blocking ads worldwide in 2016. It’s safe to say AdBlock usage (and similar software) is now mainstream across all ages. Essentially, this small, free browser plug-in can render entire audiences virtually invisible and out of reach.

2017 Adblock reportImage credit: PageFair

Basically, it’s like a remote for ads with a distinct red ‘Off’ button. Each year, ad blocker usage is on the rise and as a result, publishers’ revenue goals are under severe pressure because advertisers audience reach is almost down to a zero in some cases. The same report showcases the failure of ad block walls, the most popular method of how publishers are tackling the issue of ad blocking, where 74% of surveyed users said they simply left rather than disabling their ad block (as required to view the content).

One great solution to ad blocking problems is dynamic email advertising with its highly targeted and dynamically delivered ads. Email subscribers are the ones who actually willingly signed up to receive your emails, so they are more invested and targeted. They perceive the content in their inbox as more trustworthy, which is why they might be more accepting to embedded ads. Email-embedded ads also tend to be discreet (more on that in a minute), and look natural within an email message.

Choose the best ad format(s)

The role of ad format will always be an important one. You don’t want any limitations that can hamper your overall ad performance. For that reason alone, it’s important to consider which ad types work the best. That’s mostly a trial-and-error process on your part but there are some guidelines that show the most profitable ad formats from the publisher’s point of view so you don’t start from scratch.

For instance, Internet users view native ads 53% more than banner ads. Add to the fact that 70 percent of consumers say they’d rather learn about products through content than traditional advertising and you get a feeling people are almost asking for native advertising without even knowing it.

Native Ads vs Banner AdsImage credit: Sharethrough

In a way, that’s completely true: native advertising is everywhere these days, getting harder and harder to spot. It’s even ,a scientifically proven there’s more positive support for matching the ad format with that of the surrounding context in terms of the audience’s perceptions of advertiser’s presence. These advertising formats have one common theme: they are consistent with every aspect of the platform they appear on (form, style, voice, etc.). That seamless integration is what makes it so effective: native ads are consumed the same way as editorial content, with even social media embracing it with open arms. It’s just that good.

Pick the right ad solution for your emails

In the end, it all comes down to the right vehicle for the journey. You can’t go driving through the desert in a sports coupe: you need a jeep or one of those desert patrol vehicles. The same is true with ad content: monetizing it effectively means more than just placing an ad or two and running them. You need advanced control over every aspect: from ad inventory to placement and everything in between, every detail must be managed, checked, and continually tested and optimized for performance. In order to be successful, each and every publisher needs tools to make the best out of creative delivery across multiple devices. Now imagine this all within an email campaign and with far less hassle.

With the right ad solution, you can augment the existing web program with direct-sold ads placed in email newsletters and campaigns. By integrating both online and email campaigns, publishers get the necessary technology for connecting to multiple advertisers at one place and monetizing across channels at peak efficiency. More importantly, it makes sure impressions are sold to the right users. They are engaged with contextually targeted and personalized content rich with multimedia experiences. Besides numerous targeting options, there are usually built-in metrics that make sure you have out-and-out visibility into ad performance (typically based strictly on cost per click with no circulation-based pricing and higher revenue than flat-rate.

In essence, what you’re looking for is a network that marries publishers with advertisers and takes care of your need for an ad inventory by filling out the spots. When finding the equilibrium of delivering the right ad content, it’s important to have the right advertisers that will be able to serve ads that resonate with your readers. A reliable monetization company can ensure that your users are served with the right ads while giving publishers the option to refuse ads featuring content they don’t want or potential insertions by competitors (the best ones manually review for every ad that goes into the system so nothing can slip under the cracks).

Content matters and drives value but so do the ads, and in pretty much the same way too. Even the success of highly-coveted native advertising heavily depends on the ability to target a specific audience and tailor the content accordingly. To take full advantage of this, start thinking if the adverts you choose provide value in the same way as your content does. Content is a growth tool that helps create a broader narrative. If there’s anything users are more likely to engage with, its content that’s relevant to them at any given moment.

Final words

Delivering relevant content is key to keeping readers interested. It cannot be stressed enough: choosing which ads to display is one of the most important responsibilities you as a publisher can have. Looking at it from a different perspective: the higher your content value, the less your readers will mind having those ads there.. This entails delivering the ads through a trusted and effective channel that bypasses ad blocking, presenting it in the right format, and making sure you have the right tool at your disposal to take care of every ad-related detail down to the advertisers themselves.

Your monetization strategy should be a perfect mix of payout and user experience, and delivering the right ad content is at the heart of what keeps readers fully engaged.

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You direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

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Get the inside track on the latest AdTech & MarTech news, trends and strategies.

Blog Form

You direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

Drive revenue in every email you send. Learn how with RevenueStripe.