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.
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
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.
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.
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.
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.