What is native advertising? It is an increasingly popular format for advertising. But what is it exactly? What does it look like? Where do you find it? There really is no one answer to these questions. Herein we find the beauty of native advertising. It is not just one thing. It can be almost anything. Native advertising is designed to look like the website or publication where it is being published. The format, size or design of your ad will vary based on where you place it.
While this may seem like a relatively new concept it is really just a …
At AdBoom Advertising, each ad sales rep involved with your account has years of experience, access to our systems and resources, and the support of an entire team of professionals. We work together on your behalf, from marketing and administration to selling ad space with SEO and PPC.
One of the ways we help ensure quality performance is to take good care of our staff. If you worked with an independent ad sales rep before hiring AdBoom, you are likely familiar with their approach. Effective professionals are…
High energy. They work at a fast and consistent pace: prospecting, cold-calling, mail-merging, and presenting to …
Clients rely on AdBoom Advertising for its experience in selling ad space. We learn their ad products, identify the right prospects, and close deals to help them generate revenue. Our team approach offers benefits to the traditional independent sales rep model.
Over time, however, more and more companies have turned to us for outside-the-box marketing and consulting services to improve their ad programs. We're happy to oblige.
Raising Your Company's Profile in Search Engines
Two important aspects of selling ad space are:
Capturing the attention of potential advertisers.
Demonstrating the value of your ad space.
We help companies achieve both with our search engine optimization (SEO) and pay-per-click (PPC) services.
The term "independent sales reps" probably makes you think of lone professionals working on your behalf to sell your ad products. However, there are advantages to having these reps working as a team, and they're the same fundamentals that guide championship athletic programs.
Independent sales reps are driven in part by competition. They thrive on capturing leads, closing deals, and outperforming other providers. The same is true of BCS-winning football teams and NBA franchises.
The difference? No one expects a quarterback to outscore the other team single-handedly. No one thinks one-on-five is a good way to play against the Los Angeles Lakers. …
Artist Pablo Picasso was widely quoted as saying, “Good artists copy. Great artists steal.” You can apply the same theory to your ad sales marketing.
Once tactics yield results for B2C companies, it’s not unusual for associations and B2B organizations to begin using the same measures. Digital marketing is a good example. Banner ads and e-newsletters are now common ways that associations and B2Bs promote their ad inventory to advertisers. Both ad sales techniques started out in consumer marketing.
Content marketing, digital video, and native advertising are newer digital tactics that B2C marketers are employing. Reports estimate that 86% of B2C marketers …
If your ad sales funnel is full but selling ads has become more difficult, it’s a good time to assess the factors that might be stunting revenue growth. Factors like the economic impact on industries and changes in technology have certainly caused shifts in the ad sales landscape, but there are some other possibilities that could also be making an impact.
Price is a common reason people don’t buy: not just when selling ad space but when selling anything. If you are not making sales, price should be one of the first things you look at.
Start by seeing how your …
Associations or B2B publishers, have you ever considered changing ad sales agencies? The potential new revenue opportunities and fresh ideas is exciting. The actual agency transition process, however, can be pretty daunting. AdBoom Advertising, our ad sales agency, has had its share of transitioning associations in and out. We have compiled what we've learned over the years below. We hope it can help makes your transition a little smoother.
Common Reasons Associations Change Ad Sales Agencies
A Bedford Group Consulting firm study found the average client-agency relationship tenure in 1984 was seven years. In 1997 it was 5 years. Today it’s less …
Is it better to rely on an outsourced advertising sales team or sell ads in-house? If advertising sales are a part of your association’s non-dues revenue or your business strategy, the decision you make can have a significant impact on its financial future.
When associations and businesses approach AdBoom Advertising, they typically ask these three questions in one form or another:
Will outsourcing earn us more than it will cost us?
Will an outsourced advertising sales team understand our business the way we do?
Is there additional value in working with a provider?
Here is how we address them…
Will Outsourcing Earn Us More Than It …
Digital technology is causing significant change in the way publishers manage magazine ad sales. The good news: the benefits that attract advertisers to digital can cross media and support print ad sales as well.
Digital content allows for consumption in a variety of convenient formats—websites, mobile apps, digital issues, and e-newsletters among them—and the medium provides always-available access.
Still, these advantages alone may not be what make the digital platform appealing to advertisers. By recognizing the full value of digital, print magazine ad sales can mimic several of its most important features.
Show Advertisers Results
Digital magazine ad sales offer a variety of revenue …
Membership dues alone are not enough to sustain and keep most associations afloat. At best, they average only about 39% of total revenue. If your organization has come to this realization and you are seeking some alternatives, non-dues revenue might be worth a consideration.
Non-dues revenue (NDR) is generated by the association through means other than membership dues. Increasingly, associations are opting for NDR as an alternative or supplemental business model. For organizations, relying solely on membership dues for revenue ultimately becomes a catch-22: revenue generation increases your ability to build membership, but large membership builds revenue from dues.
Associations are now …
The Masters wrapped up yesterday, which got us thinking - many of the factors that contribute to a golfer’s success also lead to success in an ad sales presentation. So consider this, for a better golf game and more effective sales presentations:
1. Know the course – Every golf course is different and so is every prospect. There is no one-size-fits-all in golf or in ad sales. Familiarize yourself with the prospect’s industry. Know what’s going on in their company. Assess their needs and identify the benefits you can provide to fit those requirements before you pitch.
2. Remember that less is …
As a publisher, you may either be:
Transitioning from print advertising sales to digital ad sales or
Looking for ways to improve revenue from your existing online publications.
In either case, it's important to understand how different online ad models—CPM, CPC, CPL, and CPA—can impact what you offer to advertisers, the revenue you can expect to generate, and the risk you take on.
Cost per Thousand (CPM)
What it is
This is also known as "cost per mille." As a publisher, you charge a flat rate for one thousand displays, or impressions, of an advertisement to your audience. About 33% of internet ad revenues in 2013 were …
Social media has evolved. It’s no longer just a way for students and young adults to communicate with each other, it’s now become a viable way to promote and market products and services for brands and in some cases even associations. But social media can be more than a communication platform for your brand. It can also be valuable resource for filling your B2B and association ad sales pipeline.
There are plenty social networks and all of them function in different ways, thus appealing to different audiences. Research has shown that while Facebook, and increasingly Instagram, are effective lead generation tools …
Conferences: they are a considerable time and large financial investment for associations and B2B organizations. Last year conferences and trade shows were the largest single marketing expense for B2B organizations, according to Forrester research. Ideally, this huge commitment comes with a profitable return for the organization but unfortunately not always.
Organizations that hold conferences typically earn revenue in three ways:
The sale of exhibits
The sale of sponsorships
For this article we’d like to offer up a few tips for growing your conference revenue through sponsorships.
Let’s start with the good news. The latest IEG Sponsorship report found sponsorship spending for associations is continuing …
If you are the publisher of an association magazine or journal, you’ve likely already had the conversation. You’ve weighed the benefits, the pros and the cons and came to some decision. If you haven’t already, it’s likely coming soon. That question is whether or not to transition your print or digital publication to a digital platform. The urgency with which your publication should be considering a print to digital migration depends on a few factors:
How tech savvy is your audience?
How often are they accessing content online?
How profitable is your current print product?
Can you afford to make that transition now?
Here is …
Your annual conference is a great place to immerse yourself in your industry via workshops, connect with association members, and have a lot of fun. It is also an excellent revenue generating opportunity for your organization. From registration fees to refreshments, sponsorships to swag bags there are limitless chances to increase your advertiser’s exposure and in turn your organization’s bottom line through conference ad sales.
Here are a few suggestions to make your event more profitable whether you are throwing the event or simply just participating:
Get creative: Look beyond just registration fees and booth rental for the exhibit hall for creative …
When your revenue-generation team begins vetting firms for ad sales representation, ask yourself this question: What else can my ad sales firm do?
It’s no secret that an ad sales team can help bring in event sponsorships and advertisers to your association or B2B organization. But perhaps you were not aware of the other contributions they can bring to your ad sales and overall non-dues generating program.
The Value of Investing in an Ad Sales Firm
These days ad sales firms, like AdBoom Advertising, are providing additional value to their clients by becoming one-stop-shops for all things ad sales-related. This offers associations and …
Some see the growth of digital as a killer of traditional ads. Much to the contrary, they actually offer yet another way for association and B2B publishers to promote their organizations and earn non-dues revenue. It also offers a great way to promote your offline marketing events and publications with cross-media integration
What Is Cross-Media Integration?
Consumers are surrounded with marketing messages. The number ranges anywhere from 5,000 to 13,000 messages per day depending on your source. With so many messages, marketers have gotten pretty adept at tuning them out. For a marketer to stand out, it is necessary for them to …
AdBoom Advertising supports associations and B2B publishers with print and digital ad sales representation. As part of our suite of services, clients regularly rely on us to transition their print publications to digital formats.
Optimizing content and ad products is only part of this process. The change to a new medium also provides advertisers with powerful new insights into the performance of their ad buys. For this reason and others, long-term success in digital ad sales requires a different approach than print in managing advertiser needs and expectations.
Accountability Systems in Print Ad Sales versus Digital
A recent study of B2B organizations found …
As an association that publishes, you know that competing with mass market publications and their companion websites is a challenge. B2C advertising sales often go to the largest consumer publications, and even B2B advertising prospects may choose larger publishers because of preconceived notions about associations.
For example, advertisers may believe that:
Association audiences are small, and thus reach is limited.
Advertising with a trade publication is too expensive.
The association audience is too niche and not diverse enough.
As you approach advertisers directly or through an ad sales agency like AdBoom, it’s important to address these preconceptions and to educate advertisers about the benefits you provide. In the following paragraphs, we’ll address each …