Beyond adsense, more polished internet advertising

Love it or hate it, advertising it what keeps the web free. If it wasn’t there, then 1995 would come a callin’ and we’d all be paying subscription fee’s to our favorite websites. So instead, thanks to advertisers, we pay with a little of our time and perhaps a little inconvenience, but for the complete no-holes-barred anti-ad person, there’s always ad-blockers.

I digress, what I’m trying to say is centered around the concept that we “pay” for the largely free internet “with a little of our time and perhaps a little inconvenience“. Inconvenience is the key here, because an advertisers dream, and to a certain extent, a consumer’s, is to have ad’s that are polished and refined, don’t get in the way or detract from the user experience, and that the user likes. This is obviously incredibly easier said than done, and whichever advertising agency can come up with a golden formula to do this would be able to build a HQ out of gold bars instead of bricks.

However, since that hasn’t happened yet, and is probably never going to happen, writers and website developers should be trying to find innovative and new ideas that work for advertisers, but more importantly work for users. Yet most don’t, most just stroll down to adsense.google.com and sign up for the tried and tested context-sensitive text-ads. But what many of these adsense users don’t realise is that adsense works for a broad audience, glancing look user, who is trying to find something and spots an ad, on top of the fairly widely held opinion that adsense isn’t very accurate without extensive work and configuration. If you have a niche audience who is interested and knowledgeable in the subject you are writing/producing shows about then ad-sense makes no-sense.

What you need is a different ad-experience. Note: experience, not service or website, because in the process of making a better advertising experience for your users you could end up using several different models.

Firstly, if you write a high-quality, outspoken and influential blog or website, then you could, and probably should, try and join one of the “premier” advertising networks centered around the blogosphere. These networks are like the private banks of the internet advertising industry, they go beyond the plain vanilla, they work for you, they don’t just co-operate with you, they like to have a friendly relationship with you. And while their ad’s are primarily banner based, their ad’s are slick, polished and extremely well targeted towards the audience of your website. This does stem from their selective nature on the subject of which sites they allow to join their network, as their working with a smaller amount of sites, so can afford a more personal relationship with you. In my opinion, the two best of these private-bank like premier advertising networks are Federated Media and The Deck.

Secondly, you should make sure your ad’s are unobtrusive and yet functional, while a good relationship with Federated Media or The Deck will certainly help you, as these companies have a lot of experience in innovative advertising, you might want to go into other area’s. For example, if you write about various products frequently enough, and you feel the product that you are writing about is something that is worth a user buying, why not join one of the industry standard affiliate programs, from Apple or Amazon. If you choose to use the link-form’s of these programs then you can provide unobtrusive links to products (or full blown ad’s if you want to) which user’s can use to easily purchase the product you’re writing about, and best of all, these programs can be big earners.

Finally: Whatever you do, don’t take this as a course in advertising or “monetizing” your website. If you want to blog or to produce internet show’s, do it because you love it, because you have fun doing it, and because you’re passionate and enthusiastic about your subject area. NOT because you wanted to earn some revenue. To take blogging as an example, write because you love it, enjoy having an audience, and if you can earn through advertising, then that’s a layer of delicious icing on the cake for you to enjoy.

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1 Response to “Beyond adsense, more polished internet advertising”

  1. July 26, 2013 at 12:32 pm

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