Category Archives: performance media

You Can’t Ignore Podcasts Forever

Podcasting

I tend to be a later adopter of things. I’m not a luddite by any means. But I still prefer CDs for music. I mean c’mon, the sound is far better than digital listening. I also still prefer newspapers and magazines in print rather than digital formats. I absolutely much prefer an actual book to an audio or reader version.

But I’m no luddite. Case in point, I listen to podcasts. Fact check: I listen to A LOT of podcasts.

I still haven’t listened to ”Serial,” the podcast that seemed to put podcasting on the map. But I do listen to other popular podcasts such as NYT’s ”The Daily,” ”In the Dark,” Slate’s ”The Political Gabfest” and the Ringer Network’s ”Bill Simmons Podcast” among many others that focus on politics and urbanism. If you’re already a podcast listener and you’re looking for something new, here’s a few lists of ”best podcasts of 2018:”

Esquire Magazine

Time Magazine

Vulture

The New Yorker

Discover Pods

Advertisers and publishers are somewhat like me in that so far they’re still late adopters of podcasting. Pods have been around for at least fifteen years and season one of the first podcasting hit, ”Serial,” originally aired in 2014. Yet spending on podcasts is still under $400 million annually in the U.S. (in a $200 billion ad spend market.) So ad spending on podcasts is still relatively small but emerging.

On the publisher side of things, despite the success of ”The Daily” from the New York Times, podcasts from media properties, especially print media are still somewhat few and far between. Quick…name another one! Mother Jones, is one example, that does a great podcast for those inclined to listen about politics with a liberal lean. Also, shout out to my local daily paper that does a daily podcast on local news – The Morning Record.

Generally speaking podcasting is exploding but if one works in publishing or advertising there’s a surprisingly limited number of podcasts worth your time. Here’s an unofficial list (from this unofficial podcast reviewer) of the better podcasts that focus on topics in content and advertising:

Ad Age Ad Lib

Rock Hard Ads

The BeanCast

Advertising Is Dead

Pivot

Marketing Over Coffee

There are many more podcasts that focus on more specific content and advertising topics – social media, site traffic, content marketing, affiliate marketing etc. etc. We’ll focus on a few of these in a future post.

In the meantime, consider giving these ad industry podcasts a try. Better late than never!

 

Contributor: Jim Jinks

Performance Metrics: PPC vs. PPCall

metrics screenshot

For ecommerce and direct-to-consumer advertisers and marketing managers, we know there’s no shortage of metrics or Key Performance Indicators (KPIs) to ponder and occupy our time.

Close or Conversion Rate

Cost Per Click (CPC)

Click Thru Rate (CTR)

Cost Per Acquisition (CPA)

Abandonment Rate

Cost Per Thousand (CPM)

Ad Cost/Conversion (ACoS)

Lifetime Value (LTV)

Pay Per Click (PPC)

The majority of these metrics or KPIs are online or ecommerce focused, of course. As we all know, marketing dollars have increasingly gravitated toward digital media in large part due to its measurability. But at Mediabids we specialize in lead generation via print publications and platforms. In other words, we bring ecommerce-like metrics to offline commerce.

Several of the KPIs in our industry -performance-based print advertising- are just like those in digital marketing; namely LTV, CPA and conversion rate to name a few. But our ”click” is an actual customer call and our ”conversion” refers to a customer call being long enough to be a ”qualified call” – meaning the customer is normally speaking with the advertiser’s call center for one-minute or longer. We use unique phone numbers and URLs to track response to our client’s advertising. Whereas the heart of digital media is pay per click (PPC), the core of our industry is pay per call (PPCall.)
amazon ppc

Many may be surprised (or not) to know that Amazon has emerged as one of the largest pay per click platforms in digital advertising. Amazon.com adds campaigns and new consumers every day. In fact, Amazon merchants currently enjoy a 10% average conversion rate -the highest in PPC advertising, so more and more advertisers are moving budget from Google and Facebook to Amazon PPC.

This got us thinking. How does Mediabids’ pay per call advertising compare with the industry leading pay per click platform? How does PPC compare to PPCall?

The following Amazon stats come from a recent PPC Den Podcast [”Amazon PPC Advertising Stats”] done by the guys at Adbadger.com. Click the link to check it out. The Mediabids PPCall stats are directly from our platform.

 

amazon ppc vs mediabids ppcall

  • Amazon’s global reach is well over 2 billion site visitors per month. At Mediabids our affiliate publications total in the hundreds of millions of print circulation per month. It goes without saying that on any given day our advertisers are reaching far fewer potential customers than sellers on Amazon. Nevertheless, the average campaign on Amazon generates 185 clicks a day while we generate an average of 48 gross calls per day. So on a per thousand basis, Mediabids’ performance-based print advertising is far more effective at generating response than even the best digital PPC platform.
  • Conversions per day, per campaign are very similar – 18 on Amazon and 17 for Mediabids. Admittedly this isn’t a true apples-to-apples comparison but the similarity is notable.
  • As you can see our average conversion to a qualified call (42%) is 4x higher than the average conversion rate of a campaign on Amazon (10%.) Alternatively, the average cost per call ($13.60) is significantly higher than the average cost per click ($1.01.) Important to note here that this relatively low average cost per click for Amazon does mask the much higher PPC rates in the more popular categories. But pay per call rates, given the higher operating costs, simply demands higher advertiser payouts per call. Also, again, the comparison of cost per click and cost per call isn’t a pure comparison. But the purchase intent and value of a customer actually picking-up the phone to call about a product or service is very high. It demands much more of the customer than a simple click on a digital button. A phone call also gives the advertiser an enormous opportunity to leave a lasting good impression on customers in a way that just isn’t possible through a site experience.
  • The average daily spend per campaign is also not that far off – $186 on Amazon vs. $231 for PPCall. Given the disparity in the per click and per call costs one might expect the difference in the average daily spend per campaign to be greater.
  • Lastly the advertising cost of sale (ACoS) is also more competitive than one might imagine. Our $13.60 ACoS would go up some with the inclusion of sales data from our advertisers but given the benefits to the advertiser of direct interaction with customers, the marginally higher ACoS is justifiable.

So there you have it – PPC vs. PPCall. PPClick will generate a higher volume of activity (though less efficient) but the conversion and cost metrics are more similar with PPCall than not.

Contributor: Jim Jinks

Holiday Campaigns for Your Print Edition

The holidays are fast approaching!  The ads below are now available to run in your print edition. Generate revenue each time one of your readers makes a purchase! Click on the links below to request individual ads or fill out the form below to request them all.

Omaha Steaks            Hale Groves        Pittman & Davis          SeaBear

omaha   hale  pittman    seabear

Submit the Form Below to Request All Four!

Questions about MediaBids Performance Ads? Call 860-379-9602 or email pihelp@mediabids.com

Some of The Top Ads So Far in 2017

2017 is flying by. Taking a look at what ads/service categories are popular this year with newspaper readers, here’s a few ads that generate a lot of interest…

1.) Physician’s Mutual

Phydivisndzmuyusl

2.) Canada Drug Center

CDCAd Sample

3.) Dish Network

dishnetwork

4.) DIRECTV

Directv

5.) Health Hotline

healthhotline

2016 Holiday Gift Guides – Publishers Monetize Audiences with Affiliate Links

christmas shoppingTis the season to scour the internet’s Holiday Gift Guides for the best presents for all the friends and family on your shopping list this year.

Publications have found a new way to monetize their audiences by producing content with shopping recommendations utilizing affiliate links.

Affiliate marketing is a type of performance-based marketing in which the advertiser rewards an “affiliate” (aka publisher – online or otherwise) for each sale driven by that affiliate’s own marketing efforts.

So in other words, when you see a Gift Guide with clickable links published by the New York Times and you end up purchasing a product they recommend, that advertiser will give the publisher a percent of the sale to reward their efforts.

Instagram has made many of their “influencers” rich through affiliate networks such as RStyle, LIKEtoKNOW.it, ShareASale, Impact Radius, and others. This has long been popular among bloggers and independent website publishers as well. Though there are ongoing issues with disclosure and there may be more regulations in the future, this revenue stream is likely here to stay.

Now, many publications are getting into the game. The New York Times launched a beautiful interactive Gift Guide with dozens of product recommendations divided by category. This comes as no surprise following their acquisition of The Wirecutter, an online consumer guide which publishes in-depth product reviews.

 

The NYT includes the following disclosure (if you know where to look for it). But for many readers of the NYT unfamiliar with this type of advertising, it certainly further blurs the lines between editorial and advertising.

The gifts included in this guide were chosen solely by The New York Times. Our editorial content, including that by Wirecutter, which recently became a part of the company, is not influenced by advertisers or affiliate partnerships.

Through a third party, we may receive commissions on sales made on the linked sites. When our editors and writers make selections, they do not know what products may generate a commission, or what that commission might be, and payments play no part in their decisions.

Similarly, New York Magazine has a recommendation page called The Strategist. Real Simple has many holiday gift guides available as well, and I’m sure most magazines are building these types of pages now, if they haven’t already. Wired, The Atlantic, Chicago Tribune, LA Times, the list goes on and on.

 

Buying print advertising, for years we’ve seen publications try to maintain “church and state” separation between their editorial recommendations and the revenue generated from their advertisers. But there are huge monetary opportunities from affiliate advertising revenue in providing product recommendations to loyal readers.

Sometimes we describe what we do here at Mediabids with per response advertising (or performance marketing) as affiliate advertising since many e-commerce companies are already familiar with affiliate programs and do these types of campaigns online. Supplementing their online affiliate campaigns with a print campaign is a great way for advertisers to reach a new and desirable audience. Likewise, it benefits publications by bringing revenue back to print through advertisers that wouldn’t otherwise consider the medium.

For publications looking to add an alternate revenue stream, or if you’re an advertiser interested in reaching new consumers…call Mediabids today at 860-379-9602.

Holiday Advertisers for Your Publication!

It’s that time of the year again! Time for your readers to find the perfect gifts for their family and friends! MediaBids can help by providing your publication with attractive looking print ads that your readers will love. When they make a purchase, you get a share of the revenue.

You’ll need an account to sign up – To request an ad, click on the links below and login/create an account.  If you don’t have a MediaBids account, Click Here to create one. It’s easy and free! Call us at 860-379-9602 or email us at pihelp@mediabids.com with any questions, and have a happy Holiday Season.

Omaha Steaks
omaha
Omaha Steaks is one of our top-performing advertisers and is a super popular gift item.

SeaBear Wild Salmon
seabear

SeaBear offers a unique and delicious gift for the seafood aficionado in your life. Locally sourced, their salmon trio of wild-caught salmon is a unique gift that your readers will want year after year.

Hale Groves
hale
If your readers want to send the sweetest oranges around to their loved ones, this gift is a great option. This box offers three different types of oranges straight from the Florida Groves.

Stew Leonard’s Gifts
stew
This gift basket will leave your reader’s mouths watering. Filled with goodies, this ad offers a special Brownie bonus.

Pittman & Davis
pittman
Pittman & Davis deliver the freshest grapefruits of the season. Ad offers four free spoons with purchase.

Perfume Spot
perfume
Your readers can find the perfect fragrance for friends and loved ones,  and enjoy a special free shipping offer.

If You Have a Newspaper – You Need to Run This Ad

130 Million Americans do not have dental coverage – meaning the majority of your readers may not either.

Add to that stat, 70% of adults 65 and over do not have dental insurance, and it becomes clear where our advertiser, Physician’s Mutual, comes into play.

Physician’s Mutual dental insurance program caters to the needs of older adults, and covers over 350 services.

If you run their a in your publication, you will get paid for each call that lasts two minutes or more that you send.

Here’s an ad sample:

dentalinsurance

Right now, publishers running this ad are seeing nearly 70% of the phone calls they drive to the advertiser hit the qualifying time period – meaning they’re generating meaningful revenue.

This opportunity is limited to the first 100 publications who opt in, so act fast to get your ad. You can request one here: https://www.mediabids.com/campaign/details/physicians-mutual-dental-insurance/?pici=41077

Extra Space in Your Print Edition? We Can Help.

MediaBids offers a wide selection of attractive print ads from direct-response advertisers that we can make specifically to the ad size requirements of your print edition.

There’s no need to leave ad space unfilled. When you run our ads, you get paid for each qualifying response they generate for the advertiser. Payouts range from $10 – $50 a call. Some of our publications generate tens of thousands of dollars in extra revenue each year.

There’s no cost to join. We pay you. If you’ve got extra space, we’ve got a monetization solutions.

Here’s a look at some of our newest advertisers:

Physicians Mutual

dentalinsurance

Over 50? Would you like to find a less expensive way to help get the dental care you deserve? Here`s some good news. If you are 50 or older you can get coverage for about $1 per day. There is no wait for preventive care and no deductibles. You can even keep your own dentist! Call for a free information kit.

Pain Relief Hot Line

painrelief

Suffering from Chronic Pain? It is easy to find out if you qualify for a safe, yet powerful pain treatment. If you suffer from back pain, joint Pain or Arthritis you may be qualified. Call and speak with a Pain Specialist on behalf of an accredited supplier today. If you qualify you could receive these pain relief systems which may be covered by Medicare and your insurance at little to no cost.

Augusta Precious Metals

Augusta Precious Metals converts 401K’s and IRAs into gold/silver.

augusta

These are just a few of our newest advertisers – MediaBids offers many, many more. Click Here to view the full list.

Advertising is Dead

cemetery

I’m sure on a Monday morning, at the beginning of a long week of anticipated sales and prospecting, the last thing anyone would want to read is that their industry is ”dead.” I’ll admit ”Advertising is Dead” is a strange title for a post, especially given that Mediabids is in the advertising business and our last blog post title happened to be  ”6 great ads that prove print isn’t dead.” Obviously advertising isn’t dead but the way many people still think of advertising -meaning the way many of your clients still think of advertising- is very much dead. This is particularly true at the local SMB level where advertising for the purposes of reach (i.e. to get the word out or simply build awareness) is very much dead.

As we all know, digital has been disrupting the advertising business for many years now. To date, the greatest disruption has been to the newspaper and magazine business but lately the bigger story is the disruption in local TV and radio. SMBs have increasingly relied on digital advertising channels – first it was local search ads and now it’s search plus social media advertising. Why?

It’s not that fewer people can be reached by local TV and radio, quite the opposite.

It’s not that local TV and radio have lost all their considerable powers to influence an audience.

It’s not necessarily about the cost of creating TV and radio spots (although for some SMBs this may be an excuse they frequently give to media sales people.)

It’s also not even about the cost of buying local TV or radio time (although it’s not inexpensive.) If advertisers could better measure the impact of local TV and radio, the sticker price would be less of an issue. In other words, what advertisers don’t want to pay for is the unknowns.

Earlier this year, eMarketer announced that digital display ad spending would exceed search spending for the first time. In 2016, digital display ad spending is projected to increase 23% while search spending would grow another 10% this year. The reasons for the growth in digital display are several: the improvement in the user-experience online (or UX as the fancy people call it); the explosion in smart phone adoption; and perhaps most importantly, the ability to better qualify (and CONVERT) traffic and customers through the use of video, rich media and native advertising online.

As I said, advertising in terms of reach is dead. But advertising in terms of conversion, as the eMarketer article suggests, is booming. It’s all about conversion now, especially at the SMB level. Automakers, soft drinks and snack makers, national quick-serve chains and some retailers still need big reach to drive people into store locations. However, many SMBs are much more interested in the conversion of digital traffic to paying customers. This means a mix of media that allow SMBs to qualify callers and site visitors -such as digital display, search, email, social media and PRINT.

Yes, I subtly added print advertising to the list.

It’s true. Print advertising still has a big role to play in our increasingly digital first world, especially for the SMB market.

At Mediabids, our advertisers have conversion rates that are well into double digits (the average is about 40%.) So advertising, as we have long known it, is dead. But what advertisers want from their investment in advertising hasn’t changed much at all – they want to pay for customers at a cost-effective rate. This means that digital and print advertising is most relevant and still kicking.

Post by Jim Jinks

 

6 great ads that prove print isn’t dead

Sometimes we feel like we’re on a quest to prove print advertising isn’t dead. The term “print evangelist” suggests we’re not alone. Whether your goal is branding or direct response, print still holds a powerful piece of the marketing mix. We’ve seen studies pointing to high ROI and LTV for advertisers willing to run in print. And for our per-response advertisers as well as our direct clients, we’ve seen time and time again how print makes the phone ring.

Check out these great new print ad campaigns which show that some of the most creative work in the ad business is still being done for print.

Thanks to Nikki Gillilant at Econsultancy for compiling a more in-depth roundup with even more awesome print ads. Check it out here.

Post by Darcy Mauke.