It is recession time and you get to read many reports on how to increase your online ad revenues. Most of them have nothing new to say. The recent report from Nielsen Online is very interesting.
Nielsen recommends a four-point plan featuring
During every downturn new ad formats come up and industry gurus swear on the new ad sizes (banner dimensions). You can read many such reports on IAB. My take on the new ad sizes is simple – we will try it, if it works great, if not too bad. We cannot blindly apply international ad sizes on Indian audiences. From my experience I have seen the behavior on language channels can be different but that doesn’t mean we should be open to new ideas (trying out new ad sizes)
The #4 point is interesting. Publishers, including Oneindia.in, split articles into 2-3 pages. We at Oneindia.in don’t do it very often but have done it for two reasons – we assumed it would be easier for the user to read these “right-sized” articles and ofcourse to increase page views (well, I am admitting it, isn’t it?). But the experiement hasn’t gone too well for us. We have seen very “few” read page2 (is it because many like only page3 ;-)??). We discussed this issue internally just last week, so I found this observation from Nielsen Online very interesting – concentrate on how much time he spent on your site/article instead of the # of pages. Point noted.
Other interesting points from the article,
Nielsen Online defines companies based on their online advertising strategies. Four discrete segments emerged:
One important fact I read was – “Reach is important. Not just the absolute number of visitors, but the demographics of those visitors”. I think that is the beauty of what Oneindia.in is providing to their advertisers – reach across different cultures (languages) in India. The potential of advertising online on language sites are yet to be understood by most advertisers – they will, very soon.
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