“Advertisers are pushing more and more with their campaigns to see effectiveness. They want to see efficiency, efficiency, efficiency,” says Peter Oláš, Sales and Managing Director at ETarget SE, a media agency based in Slovakia and currently working in nine countries.
Mr. Oláš says the following parameters help to make advertising efficient:
- Right definition of the target group
- Right message
- Right format for the message
- Right placement
- Right targeting
When it comes to pricing models, he suggests that publishers should stay with CPT (cost-per-thousand) and not use CPC (cost-per-click), “because customers that buy CPC once don’t want to buy CPT again.” Mr. Oláš says, “By adopting CPC you are losing revenue, you are losing brand-awareness campaigns, you are helping to distort your market. Please don’t do it, even if your inventory is not all sold.”
His recommendations for news publishers are:
- Build a strong brand on your content, so that advertisers will pay extra money for the chance to connect their advertising to your brand.
- Offer customized solutions.
- Charge for content without losing traffic and ad revenue, if it is possible. If you can do that, you are the winner.