World Association of Newspapers and News Publishers

Targeted online media advertising

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Targeted online media advertising

“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.


Brian Veseling's picture

Brian Veseling


2012-03-02 18:37

Author information

About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.

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