Tag Archives: pay-per-call

Players in the Perfomance Advertising Space

focus on results

Who pays a CPM for ad space anymore? A decreasing number of advertisers.

With the advent of Google AdWords, which allows businesses to pay for online advertising only when a consumer clicks an ad, a new era was ushered in where businesses no longer were restricted to purchasing ad space on solely a CPM Basis. This new era is the age of performance-based advertising, where how the ad performs is tied very closely to the cost of the ad exposure itself.

From our print corner of the world, we’ve seen this change happen gradually over the last decade. When we started, CPM was the only way to buy and sell newspaper and magazine advertising. Now, an increasing number of options are available, both in print and digitally. MediaBids offers a unique Performance-Based Print Advertising program, where we place newspapers in print editions of newspapers and magazines on a pay-per call or CPA basis.

Pay-Per-Call – Pay-per-call is becoming the marketing model of choice for advertisers who have call centers that can convert and/or are good at lead nurturing. Networks are popping up everywhere that promise businesses phone traffic on a pay-per-call basis – mostly focusing on mobile calls. Some of the big networks are Ring Partner, Call Marketplace, and Click2Call Network.

CPA/RevShare – Affiliate networks abound such as Affiliate by Conversant, Rakuten Linkshare and Impact Radius.

Pay-Per-ClickGoogle, Yahoo, and Bing are the granddaddies of the pay-per-click ad space but Facebook, LinkedIn and other Social Networks are offering their own platforms that provide very granular audience targeting.

Performance Guarantee – In TV and Radio, a few performance-marketing agencies exist that work on a blended performance model – often packaging a results guarantee with an upfront cost. A few companies we work with often are Barrington Media Group, who is in the radio advertising space, as well as Mercury Media, who is in the TV space but but also handles other mediums.

For advertisers, it is an exciting time where more options are available than ever before to minimize the risk of ad buying. For publishers, if you’re not thinking of how to offer a performance-based advertising model for your properties, you should be.

Post by Jess Greiner.

 

Generating Ad Revenue in Print

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A recent article in The Guardian points to the challenges newspapers face attracting advertisers and maintaining ad revenue.  And yet millions of people are still picking up print editions.  Though the article comments specifically on the UK market, the same could be said of the industry here in the US.  But contrary to the sentiment the author suggests that “publishers must find new ways to convince advertisers that they have audiences worth targeting,” we would argue that publishers are tasked with finding alternative ways to monetize their product.  Convincing advertisers of the value of their readership is not enough.

While many have looked to selling digital advertising as their saving grace, there is another option.  A new revenue stream within the print property.  Per-inquiry advertising.  Yes, this involves publications taking on risk and shifting from their traditional model.  But if they are boasting engaged readership, shouldn’t they have confidence in their ability to drive response?

Advertisers are paying per response in other mediums, so is it really that unrealistic that they expect to be able to do the same in print?  They demand performance, measurability, and tracking.  Advertisers need to justify spending, after all.

Here are MediaBids, we believe in the power and value of newspapers.  Our President, Jedd Gould, has said “we at MediaBids feel very strongly that newspapers and magazines are a critical component to democracy in the United States…we really feel that without newspapers and magazines and the original content that they’re producing, we all would be worse off”.  When is this truer than in an election year?  Yet, we know the model is being threatened by economic pressures and changes in the advertising landscape.

Hundreds of publications have already adapted and teamed with MediaBids to run per inquiry ads.  While response varies widely depending on many factors such as advertising campaign and publication size, its undeniable these campaigns are driving calls and sales, thus delivering revenue to publications.  If you’d like to increase your advertising revenue and feature national advertisers in your publication, give us a call today at 860-379-9602 or learn more at https://www.mediabids.com/publication/print-advertising.jsp.

Mobile Help Now & Inogen Portable Oxygen Ads

MediaBids is pleased to offer new pay-per-call and CPL ads from two new advertisers. These ads can be run in print editions of newspapers and magazines – custom sizing is available. Publications get paid every time a reader makes a qualifying response to the ad.

New clients include:

Mobile Help Now – MobileHelp is a medical alert system that travels with folks, alerting help wherever it is needed. Request an Ad Now

Inogen Portable Oxygen  – Inogen offers a handy, portable oxygen tank that might be covered by Medicare. Request an Ad Now