Premium Publishers to Rethink Releasing Inventory to Ad Exchanges

direct-to-consumer

This is the year that digital ad revenue will surpass print ad revenue. According to Ari Rosenberg, who wrote a great column for Online Publishing Insider, premium publishers are not exactly feeling relaxed about their digital revenue prospects. Rosenberg offers a few great suggestions on how publishers can onlinevideo2position themselves differently in order to optimize their chances at better revenue streams in the brave new digital world.

Some of Rosenberg’s advice is applicable to any business – for example, the claim that ‘internal emails are killing productivity’ rings true. His advice really shines when he focuses on issues related to publishing.  Rosenberg notes:

  • Publishers must educate their sales teams on the value that their sites deliver to visitors. Once the salespeople understand the unique information that visitors are accessing and the unique ad offerings they can present to marketers, they’ll be more effective in their jobs.
  • Publishers should pull back some of the inventory they’ve let go to online exchanges. They must let salespeople explain the value of their ad space directly to buyers instead of allowing marketers to bid their way to the bottom before an ad sells.
  • Consumers will visit a site that is the focus of ‘ambition and creativity.” This is an ‘if you build it, they will come mentality’ and is critically important for publishers who hope to stay in business.

Read the rest of Rosenberg’s column here and feel free to share your opinions!

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.