Best practices for advertising in your digital publications

Full-page advertisements, Google AdSense, affiliate links, native ads – there is no shortage of advertising techniques for digital publications. In this article, we will distinguish some of the approaches to advertising with the goal of helping you figure out what would work best for your publication.

 

Example of a full-page ad

 

Full-page Ads

In terms of aligning everyone’s interests, full-page ads take the cake. Ideally, they offer non-intrusive imagery or interactive content targeted to the readers of the publication.

Pros: They have virtually no limits to what they can do or how interactive they can be

Cons: It’s more time-consuming to work individually with advertisers and build relationships with them, which enables these types of ads in your publication

Example of animated banner ad

Banner Ads

Banner advertisements have a bad reputation, primarily from their historically distracting and offensive nature. But banner ads today have mostly moved away from the “Punch the monkey!” techniques to deliver better results through non-abrasive and appealing design, which often blends in right with the content itself.

Pros: With their standard sizes and designs, it’s easy to find places in your content to fit in banner ads

Cons: Because of their history, many readers have trained themselves to ignore banner ads and are very good at not noticing them anymore.

 

Example of affiliate linking program with Amazon

Affiliate Links

Having come very far in the last few years, there are now publications and organizations funded immensely via Affiliate Links, and the ways to use them have grown as well. Amazon, for example, makes it very easy through their Associates program to advertise products and earn advertising fees via a series of links and widgets.

Pros: Affiliate links can be 100% relevant to your audience and therefore not imposing on your design or content.

Cons: Depends on your audience and subject matter – smaller audiences can be very difficult to predict revenue, sharing and affiliate income.

Information about Google AdSense Responsive Ad Units

Google AdSense

Google AdSense has also come a long way. Similar to the banner ad, many people had previously trained themselves to be able to ignore AdSense ads. However today, AdSense ads are more customizable and can even be responsive. So they don’t have to awkwardly stand out in your article, and in fact can be much more relevant than before for your readers.

Pros: Easy to add, style and publish, so it requires no relationship or contracts with advertisers

Cons: Cannot predict the content, so you run the risk of irrelevant or non-useful ads for your readers.

 

Example of native advertising

Native Advertising

Native advertising started life as sponsored content, but now is possibly the fastest-growing area of digital advertising and ad spend.

Pros: Native ads are growing very fast as is the number of agencies and content creators willing to help advertisers design and create them. You’ll have no shortage of content if you go this route.

Cons: Need to be very careful with ensuring the ad is called out as “sponsored by” or “paid for by” or you run the risk of losing your readers’ trust

Are you working on incorporating advertising into your digital publication? Talk to us about how you can include thoughtful and valuable ads that make sense for both your readers and your advertisers with Woopie.

2 Replies to “Best practices for advertising in your digital publications”

  1. you forgot to mention Google Ad Exchange here. Google shares 68% of advertisement revenue with publisher in Adsense but in Google Ad Exchange ads the share that Google gives is 80%. Moreover, advertiser pool is bigger than Adsense in Ad Exchange. I have taken Google ad Exchange account from EboundServices. They are paying me more than Adsense for my blog.

  2. Hey Jessica, thanks for the comment – that is really interesting to know! I am not that familiar with Google Ad Exchange, it sounds like I need to investigate this more. I am going to take a thorough look at this over the next week and see if there are some publications we have that we can test it out with. Thanks again!

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