Category Archive Business Services

Three Ways Ads Improve Content Quality on the Web

We’ve collectively come a long way in the past ten or twenty years. Even further if we go back to the state the Web was at during its earliest days. The Web has turned into one of the world’s primary media distributors. Articles, songs, videos and more are streamed in real-time.

Much of this innovation has been driven by the revenue generated through advertising. Without advertising, webmasters would be unable to grow their websites or add content because it would not be financially sustainable. These three improvements are clear examples of how advertising has helped shape the technology behind Web use.

Speed

Websites have to compete for a user’s interest, which means that speed is essential. Advertisers are also working under the same constraints, these two entities sharing bandwidth. That means that both sides must develop strategies to serve content faster. That involves loading fewer elements that make the user wait. That’s driving pressure on telecom companies to provide better bandwidth services, and on developers to develop code that uses fewer assets.

Quality

Revenue generated from ads goes back into business development through hiring writers and maintaining a staff. Every blog that can hire an editor, a staff writer or a guest poster can provide high quality content thanks to advertising dollars. Even when a publisher attempts a subscription-based model, they find themselves using ads to supplement the income brought in by subscriptions. The print industry used free editions to try to entice users, the same way blogs of today use free but enticing content by writers paid to make it that way.

Independence

Today’s blogs are able to maintain their own level of independence thanks to their choice of advertisers. In previous forms of media, losing a large sponsor was a death note for the publication or media outlet. Today’s blogs and websites can cater to a variety of advertisers who come and go as they please. “Buy side platforms” match users interested in certain kinds of content, and fit a site’s demographics with ads targeted toward their interests.

The targeting is independent of the journalism, so the publisher does not need to worry as much about specific sponsors being driven away from controversial topics. Others are available to fill the void. This doesn’t give license to be flippant or rude, but it does free webmasters and bloggers to explore issues from many angles without fear of reprisal in the form of revenue.

Bio: As CEO of engage:BDR, Ted Dhanik is an evangelist for the technology behind digital marketing. Ted Dhanik has blogged for Venture Beat, AdAge and other prominent blogs, and has insight into both sides of this debate. Ted Dhanik and the team at engage:BDR are working hard to drive innovation in advertising that improves user experience.

This New Method of Geo-Location Will Change Direct Response

Direct response relies on reaching your target audience with advertising they want to see. If you aren’t hyper-targeting your advertising, you’re literally wasting money running ads that won’t help you gather actionable data. If you’ve exhausted all keyword and demographic targeting, it might be time to go hyper-local. It’s a delicate balancing act, but some new methods for targeting consumers have pushed us toward the apex of direct response.

Location Targeting Evolved

Recently, engage:BDR was tasked with helping the current mayor of Los Angeles win a nonpartisan election over a fierce challenger. The tactic that engage:BDR chose was to collate offline voter data with online advertising practices. Essentially, the company studied voters and developed profiles to target.

But there was something new at play. Location targeting wasn’t just looking at cities or states, engage:BDR was targeting latitude and longitude points on the map. This has huge implications.

Consider that advertisers want to verify their targeting is accurate. Going hyper local lets advertisers hone their efforts toward a specific location, perhaps an office building. Although this will be a gradual roll out, advertisers will eventually be able to target extremely precise locations without worry for wasted spend. That’s a lot of potential coffee drinkers for the neighborhood Starbucks to target with coupons and ads.

While there is no evidence for supplanting brand loyalty, yet, there is the fact that these mobile buyers are in situations where an ad can appeal to them.

A good example might be competing with a fast food joint. If a supermarket wanted to compete, they could show ads for tasty soups or sandwiches when customers are near a burger joint. Restaurants could compete with each other offering coupons or showing ads for new menu additions with lower prices.

This has even greater implications on the local level. How many bars would benefit from being able to target every bar hopper on a Saturday night? Advertisers can also utilize a time frame to make sure that they are hitting interested, motivated buyers. Toyota could target customers who have visited a Honda dealership in the past 30 days.

Hyper local is coming to the world of digital, and it will help target the consumers brands want to reach at the times and places where they are most likely to buy.

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