Contributed by Maor Sadra, Director of Sales
“By the power of Greyskull, I have the Power!” If you grew up in the 80s, you may remember He-Man yelling this line while waving his mighty sword to get ultimate power. I’m not going to comment on the lack-of-imagination-name the creator of the show gave ‘He-Man’. My post is still related to online media.
Part of my sales team’s responsibility at Adsmarket is working with advertisers to create affiliate programs that publishers can generate results. We are middle-men, and we end up having the same ‘who has the power’ discussion at least 5 times a week.
For years, I’ve heard advertisers and publishers arguing the ultimate question: Who has the power? Who is more responsible for the success of the other? Is it the advertiser who is paying for the media, or is it the publisher, whose media generates results for the advertiser (even allowing them to advertise)?
Advertisers are indeed sponsoring the world nowadays. Think of an internet without advertising, where you would have to pay (gasp!) for content, videos, streaming music or for reading this post…
Publishers are the ones responsible for the content you see & hear on the web. And more often than not, they are a business meant to generate revenue in addition to providing users with content.
That’s why I’m here to say that it’s not a question of who has the power. Power should have nothing to do with performance marketing. It’s all about the WinX3 Solution.
The WinX3 Solution:
In every campaign, there are 3 ultimate factors to consider:
Publisher + Advertiser + User = MORE SALES
What can go wrong?? The number of wrong equations goes on and on:
- An Advertiser promoting the right offer on the wrong media will likely to not generate good results (quality/quantity).
- A Publisher running a campaign where the Advertiser is offering a too-low CPA will not generate a high enough ROI in comparison to their media value and will eventually drop the campaign.
- A user seeing an un-related ad on a website will likely to not take action.
- An Advertiser promoting an offer with a long tedious user flow will not get the volume required.
The right equation is simple:
A campaign must be designed to match the Advertiser, Publisher AND User needs – Only then will it generate good results on a long term basis.
As an Advertiser, your goal should be to create high converting pages, looking at minimizing the user flow while offering an incentive for the users you are looking for to take action. Research the rates you are able to offer publishers for quality conversions to be competitive in your industry.
As a Publisher – know your users and traffic, and promote the right offers for the right users. Generating low quality for Advertisers ensures a one-time campaign.
As a user – Keep enjoying free content, and hope the free ride continues…