For new revenue, look to images
By Fiona Salmon, Head of Business Development, Vibrant Media
• You need to compete with the top players and maximise revenue.
• Advertisers demand results.
• Users deserve readability.
• Adding more banners is simply not an option.
You need to compete with the top players and maximise revenue. Advertisers demand results. Users deserve readability. Adding more banners is simply not an option. Here’s what is: monetising your images, the single most-overlooked source of inventory (and, ahem, revenue) in the publisher’s arsenal. The web is home to literally billions of images, and each one offers the potential to generate new income.
After all, approximately 30 per cent of publisher content, on average, consists of images, in the form of slideshows, photos and infographics. The number of images on a page may vary by vertical – entertainment pages often have as many as five images – but they’re often the first thing a user sees on the page. And as we’ve learned from the stunning success of Pinterest, images are a major driver. of search traffic and user engagement on all platforms. Hardly surprising - like Warhol, lots of readers “just look at pictures.”There’s no time like the present for monetising your images. Here’s why:
• The technology is tried and true: For years we’ve seen keyword targeting used to match page content with relevant ads. Now that same technology can be used to pair ads and images. Ads remain contextually relevant to the page – always essential if they’re to resonate with users – and appear in the area where users are most likely to be looking.
• New ad formats put users first: We also have new ad formats that can deliver in-image advertising in ways that are completely unobtrusive to users. Small ads are simply layered onto images in slideshows or alongside articles, without adding to the already ample clutter on so many pages.
• Advertisers benefit too: In-image ads are cost-efficient – and integrate easily with ongoing campaigns. In-image advertising also helps brands beat banner blindness, by delivering more dynamic, more viewable ads.
Will in-image advertising solve every publisher’s problems? Possibly not. But it does offer a new revenue opportunity that publishers can’t afford to miss. And in today’s environment, incremental revenue enhancements like this one can and will make a difference. Find out more about Vibrant Image. Vibrant is the UK’s leading contextual advertising company, and is an Associate AOP member.
Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools and advertising. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2011), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant clients include Microsoft, General Motors, Unilever, Sainsbury’s and Hewlett Packard.
The company, founded in 2000, has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant has featured in the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007; 2008 and Sunday Times Tech Track in 2004 and 2005. www.vibrantmedia.co.uk or www.hyperlinkevolved.com or http://ww.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia