Category Archives: print ads

Performance Print #1 for Conversion

 

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For a printable pdf version click here: Mediabids_Affiliate_Handout_v1

 

Performance Metrics: PPC vs. PPCall

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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.)
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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

Your Readers & Their New Year’s Resolutions

New Year's  Resolution Text on the background It’s time for your publication to set its sights on the New Year! January  is prime time for your readers to make purchases that will help them stick to their New Year’s Resolutions.

MediaBids has advertisers that are a great fit for a better 2017. We’ll make the ads to your specs, and you will earn revenue when readers respond.  Here’s just a few  ads to consider:

tbx TBX Smoking Cessation – TBX offers a unique system to help people quit smoking.

BistroMD – BistroMD offers print readers a special discount to try its special weight-loss program.

physiciansmutual Physician’s Mutual Dental Insurance – No one likes going to the dentist but preventative care now can save money later. Physician’s Mutual provides dental insurance and specializes in helping people 50+.

finalexpense Final Expense Direct Life Insurance – It’s something no one likes to talk about, but life insurance is essential. 2017 is a great time for your readers to secure their loved ones future.

To view the full list of MediaBids advertisers an offers, click here to login to your account. Call us at 860-379-9602 with any questions. 

 

Vintage Christmas Ads

The holidays evoke so much emotion, and advertising plays an integral role in connecting emotion with commerce. Here’s a look at a few vintage ads to get you in the holiday spirit.

Kodak: Looking at the price points from this ad from the Youth’s Companion magazine in 1900, one can’t help but long for yesteryear. On the upside, cameras have become much more portable.
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Coty: In this Coty ad from Redbook in 1947, beautiful artwork positions this perfume as a lovely gift that is sure to bring the love.

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J. Walter Thompson: The quality craftsmanship of jewelry in 1904 makes some of the offerings available today look paltry in comparison.

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Radio: Can you imagine a 3 1/2 lb. radio positioned as a lightweight item? So unbelievable how times have changed from the 40’s.

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Philco Television: There’s certainly TV’s in the 1947 price range these days, but they look a lot different. At this time in American history, television was still evolving as the main form of entertainment for the family as well as an additional source of mass communication (in addition to radio & print, of course).

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MediaBids wishes you and yours a very happy and healthy holiday season! If you need help with your advertising, or would like ads for your publication, visit http://www.mediabids.com or give us a call 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
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Omaha Steaks is one of our top-performing advertisers and is a super popular gift item.

SeaBear Wild Salmon
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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
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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
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This gift basket will leave your reader’s mouths watering. Filled with goodies, this ad offers a special Brownie bonus.

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

Perfume Spot
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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:

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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

Hey Gannett, Why Buy More Papers?

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As of this writing, it’s quite possible that Gannett has bought Tronc (a.k.a. Tribune Publishing.) As many media watchers know, Gannett has made a series of offers to Tronc this year. Based on a report from Politico Media today, the deal appears to be all but announced.

Whether you’re inside or outside the media business you may be wondering why exactly Gannett is in such a hurry to snap up Tronc, one of the country’s largest metro newspaper publishers. One thing is for sure, it’s not necessarily about publishing more print newspapers.

Newspapers and journalism have been in the midst of a great deal of industry upheaval and change for the past decade. The future of newspaper publishing isn’t about growing print circulation. Rather, the future is about digital (meaning video, really) content distribution to a valued audience of reliable news and content consumers. Metro newspaper publishers are aiming to deepen their relationships, and drive revenue, by providing their loyal news consumers with more content overall and more mobile-friendly content, to be precise.

Tronc owns the Chicago Tribune, the LA Times, the San Diego Union Tribune, the Orlando Sentinel, the South Florida Sun Sentinel and several other large metro papers. In other words Tronc has audiences in several top ten media markets. According to ComScore, Tronc’s online audience exceeds that of the Washington Post and nearly matches Disney. As you might expect, these are among the largest audiences on the web.

Gannett is already the largest newspaper publisher in the county. The purchase of Tronc, with it’s large online audiences, content distribution network and investments in video production,  position Gannett to be a major player in the future of content, information and entertainment. A future that is, more or less, already here.

Post by Jim Jinks

Advertising is Dead

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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.

 

Labor Day Weekend Sales

Happy Labor Day Weekend!  Chances are, if you’re still in the office reading this, you’re dreaming of taking off for a long weekend of beach, barbecue, and…shopping of course.

According to a recent CBS MoneyWatch article, LDW is the best time to get great deals on seasonal summer items retailers are trying to unload to make room for fall and winter goods.  Stock up on summer clothes for next season, a new grill, or if your mattress needs to be replaced, holiday weekends often tend to offer good deals.  Skip fall clothing, toys, and consumer electronics like Apple products – these types of items will be more heavily discounted in the Black Friday/holiday shopping timeframe.

Check your local newspaper for inserts with coupons and local promotions.  According to a research study for the NAA (Newspaper Association of America), 39% of US adult internet users favored newspapers for receiving ad inserts and fliers, compared with just 21% who preferred the web and 27% who wanted them sent via mail.  In fact 70% of US newspaper consumers said they checked the inserts to find out about sales and savings.

Post by Darcy Mauke