Pete Ericson says traditional banner ads fail because 37% of advertisers think readers don't see them. Access Ads lets multiple advertisers share one premium zone, each pushing their promotion to the top when they publish. Publishers get recurring revenue and searchable content; advertisers get anytime access to a premium spot.
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So what's the secret to making banner ads work? Well, the truth is, you have to get rid of them. Banner ads are coming under fire recently for many good reasons. First of all, you, the publisher, only have a limited number of premium ad zones, and you can only publish one banner ad per premium zone each time a visitor hits a page. That's a problem. Also, banners are getting blocked these days, and some readers know that there's a lot of tracking going on, and they don't like that. Also, when you put a lot of banner ads on a page, it tends to create a lot of visual clutter and they get ignored. Adweek recently published that 37% of advertisers think readers don't see banner ads at all. They call it banner blindness. And ultimately, banner ads just don't produce the revenue that you need. So what's the solution? Well, let's step back a minute and imagine that you could use one premium ad zone and sell that ad zone to not 10, but hundreds of advertisers, and you let those advertisers log in and publish their own promotions any time of day. We call it access Ads. And let's take a look and see how it works. In this demo site, Access Ads sit in a sidebar widget right here under Sponsored Promotions. The key here is that as an advertiser logs in and adds a new promotion, they take the top spot, pushing the previous top spot owner down one level. The ads show off the promotion name, the advertiser name, and the date of the promotion. So let's take a look and see how this works. If I ran a flower shop, for example, and I got a rack of orchids in that I wanted to promote, all I have to do is login, add the name of my promotion or whatever the promotion title is, text, photos, video, even choose a category that the promotion belongs to and hit the publish button. Once I do that, my promotion shows up right on top, pushing the previous top placeholder down one notch. And if a reader is interested, all they have to do is click the link to get more information about my new beautiful orchids that I just got in. Advertisers can log in any time of day and do this, and it creates a very dynamic advertising environment. And as a publisher, you can easily charge a recurring revenue to give advertisers access to your publication. So what are the benefits of this approach? Let's take a look at it from the publisher side of it. Advertisers are actually creating new content on your publication. So each time they log in and create a page. That page gets indexed by Google and can be shared in social media, such as Facebook, Twitter, and the rest. It creates a naturally competitive environment where advertisers can login and put themselves in the top spot. And that creates a way for you to make recurring revenue. Okay, now let's look at it from the advertiser point of view. The advertiser gets to publish a promotion any time of day. They can add photos, even video, and make their ads as sophisticated as they like. It also encourages them to create more detailed offers, more specific offers, because they can do this several times a week or month, and they gain access to your most premium ad spot. It's a win, win, win. You, the publisher, get recurring revenue, the advertiser gets anytime access to your most premium ad spot, and the reader gets more relevant ads that fit in with.
