Monetizing with Ads andWorking with Media

CompaniesBy

Taste of Home and My Recipe Magic

• Know your audience• Gather emails through offers and

opt-ins• Post minimum 2x+ per week to

blog• More for other social media

platforms

Your Blog is Your Business

• Advertisers want your ad space• Traffic measurements • Page Views = The number of times your

pages have been seen by your visitors

• Impressions = The number of times the ads are displayed

• Unique Visitors = Best tracked by signed on users, but sometimes tracked by IP addresses

Ad Revenue

• Advertisers are looking for:• Audience specifics, demographics• Ex. Age, Gender, HHI, Children in HH,

etc.• Contextual• Words in your post, image titles or post

titles• Engagement • How long a visitor stays on your site• Number of pageviews per visit

Ad Revenue

• Engagement – blogs tend to have high engagement because of loyal followers • Time spent, comments, shares, likes

• CTR = Click through rate• Ex. On Taste of Home, targeted media

gets ~.3/.4% CTR• Mobile – traffic increasing

Ad Revenue: Measuring Success

• Media providers bring advertisers• Dedicated sales staff• Combine relevant audiences for more volume• Technology• Utilize content/audience targeting • Research and audience metrics

• Knowledge of ad space to maximize the most dollars

• Provide post-campaign metrics

Media Partners Help Maximize Ad Revenue

• CPM: Cost per thousand• Effective CPM (eCPM): Actual or overall

CPM• All ad revenue divided by available ad

impressions• Fill rate becomes important• Too many ads dilute CPM – ad space and

ad sizes• Measure RPM

How Pricing Works

Using DFP – highest bid wins• Direct sale, local media:• Ex. Joe’s Diner @ $1.25 for 10,000

• Media partners• Ex. Taste of Home @ $.80

• Indirect/remnant, CPM floors• Ex. TBD @ $.35

• Direct based on sponsored posts or other third party targeting

Stacking Your Ads

How Ads Are Served• Nano second delivery• Tools like DFP or native chain• Share passback tags• Track the ‘lost impressions’

Keeping Track• Monitor the daily runs – dashboard • Measure eCPM – daily dashboard

provides reports

Tracking Ads

Choosing Media Partners:Compare Their Content

Match Your Vertical Market • Complement other sites • Establish relevant affiliations• Add value from cross promotion and

programs

Paperwork & Logistics• Contract• POP• comScore• Getting Tags

Choosing Media Partners: Compare Their Services

Choosing Media Partners: Compare Their Services

Getting Paid• Payout timing• CPM estimates or floor• Revenue share

Technology• Back office: Operations/ad ops for

optimization• Dashboard & CMS• Technology advancements• Ex. Mobile platform• Ex. Video platform and content access

• Tech guru capabilities • Research, analytics

Choosing Media Partners: Compare Their Services

Influencer Marketing• Sponsored posts• Contesting

Engaging Ad Units• IAB rising stars – new units• Video –video capabilities

Choosing Media Partners: Partnership Beyond Banner

Ads

Custom Rich Media Ad

Unit: Sidekick

Custom Rich Media Ad

Unit: Billboard

Promotions• Content• Content sharing to drive traffic• Cross promotion with other

brands/websites• Social Media: Shared Pinterest boards,

mutual likes, shares

Choosing Media Partners: Partnership Beyond Banner

Ads

Promotions• Events • PR options

Choosing Media Partners: Partnership Beyond Banner

Ads

• Do your homework• Community

conversations• Ask all questions

Your Blog is Your Business