Key Takeaways
- Shift focus from viewability to conversions, aligning ad goals with advertiser objectives to demonstrate tangible results.
- Stop equating clicks with engagement, adopt pricing models that reward publishers for delivering real value through actions like newsletter sign-ups and offer redemptions.
- Leverage earned media as a secret weapon, quantifying its value through incremental revenue tracking to justify higher price points and strengthen advertiser relationships.
In the realm of digital advertising, where banner blindness reigns supreme, it’s time to challenge the long-held belief that viewability is the holy grail. Like a mirage in the desert, it’s an illusion that has lured publishers into a false sense of security, while advertisers yearn for tangible results.
Redefine Campaign Goals: Focus on Conversions
It’s time to shift our gaze from vanity metrics like impressions and clicks to tangible conversions. Advertisers want to see how their campaigns drive actions that matter to their businesses, such as opt-in offers, webinar registrations, and resource downloads. By aligning our goals with theirs, we can demonstrate the true value of our ad products.
Stop Equating Clicks with Engagement
Clicks have become the digital equivalent of the “participation trophy.” They provide a false sense of accomplishment without indicating genuine engagement. Instead, we need to adopt pricing models that reward publishers for delivering real value to advertisers, such as newsletter sign-ups and offer redemptions. This shift will ensure that our ad products are priced according to their ability to drive results.
Optimize Earned Media: The Secret Weapon
Earned media, like social sharing, is the often-overlooked hero of digital advertising. By leveraging earned media, we can amplify the reach and impact of our campaigns. Quantifying the value of earned media through incremental revenue tracking will help us justify higher price points and build stronger relationships with advertisers.
Bonus: Remember, advertising is not a one-way street. By fostering a collaborative relationship with advertisers, we can create campaigns that resonate with audiences and deliver exceptional results. Let’s embrace the power of engagement and conversions and elevate our ad products to new heights.
Conclusion: As we bid farewell to the era of viewability obsession, let’s embrace a new paradigm where engagement and conversions reign supreme. By aligning our metrics with advertisers’ bottom lines, we can enhance the value of our ad products, build stronger relationships with advertisers, and create a more sustainable and rewarding digital advertising ecosystem.
Frequently Asked Questions:
What are some key metrics to track instead of viewability?
Conversions, such as opt-in offers, webinar registrations, and resource downloads.
How can publishers demonstrate the value of their ad products?
By connecting first impressions to transactions and quantifying the incremental revenue generated by earned media.
What are the benefits of focusing on engagement over viewability?
Increased revenue, stronger advertiser relationships, and a more sustainable digital advertising ecosystem.
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