Archive for the ‘advertising’ Category
Secrets of successful commercial partnerships in specialist markets
Friday, June 18th, 2010Growing commercial revenues from online publishing has provided a conundrum for specialist media businesses - they don’t have the volume of inventory to be attractive to ad networks and the CPMs are derisory - and their small commercial teams often lack skills to sell across multiple platforms. But at the Specialist Media Show conference last month, delegates heard from specialist media owners Duncan Tickell of Magicalia and Paul Hood, latterly of Emap and now at Mirror group, and gurus such as Chris Parsons of Q5 Partners, on how to create simple, clever campaigns that grow clients’ business with tips that can be applied to niche markets. Here’s the top 5 insights: (more…)
Tags: advertising, bespoke solutions, commercial partnerships, Duncan Tickell, Magicalia, Paul Hood, Q5 Partners, specialist media show
Posted in advertising, b2b, business strategy, consumer
Successful commercial partnerships for media owners
Saturday, May 15th, 2010Media owners are finding their advertising clients these days are far more demanding, expecting to be able to measure the real business value of their campaigns, rather than relying on the simple reach of any advertising activity. Mere banners, links and MPUs are just not enough when the online ad market is awash with low-cost inventory. So how can specialist media owners develop long-term, successful commercial partnerships in this tough environment? I met yesterday with Duncan Tickell, MD of Magicalia, and Paul Hood, Head of Digital at Mirror Group, who are both taking part in a session at the Specialist Media Show Conference on 25 May on this topic, and picked up some insights, based on their campaigns for bike manufacturers, parenting clients and music publishers, that I believe can be used by large and small media businesses alike. (more…)
Tags: advertising, bespoke campaigns, commercial partnerships, Duncan Tickell, Magicalia, Mirror Group, Paul Hood, Penmaen Media, specialist media show
Posted in advertising, b2b, business strategy, consumer
Creating event sponsorship packages
Friday, September 11th, 2009Many media owners are extending their brands into events, shows and conferences. They have a head start in terms of knowledge of their audience, and the topics and suppliers that will grab their interest. One new discipline, however, is building bespoke packages for sponsors. I’ve done this in the past for consumer events at Emap, and am now encountering it again for a new b2b event I am launching next Spring (more details soon!). For other media owners in a similar position, I thought it might be helpful to summarise the following tips in creating great event sponsorship packages: (more…)
Tags: events, media brand, sponsorship, top tips
Posted in advertising, b2b, consumer, implementation, marketing
Success in online ad sales for traditional media businesses
Thursday, May 7th, 2009A dramatic increase in the supply of online inventory and a decline in advertiser demand are putting severe pressure on online ad rates. Online sales teams in traditional media businesses are struggling to turn increased traffic into extra revenue, and compare poorly to “old media” sales teams on efficiency measures. Internal competition is often exacerbated by incentive schemes that encourage the trad media team to hold back on client leads for their online colleagues. Yet the old media ad revenues are in inexorable decline, and there is no option but to keep learning and investing, however tempting it may be to outsource online sales. Here are five essentials for success in online ad sales for traditional media companies. I’m indebted to European media consultancy and online sales gurus at Red Door who have extensive expertise in this field. (more…)
Tags: advertisers, advertising, analytics, behavioural targeting, content, context, CPM, niches, online sales, sales team, tracking, traditional media
Posted in advertising, business strategy, consumer