“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.