It can be disappointing to see local business ads show up on your site via network advertising. What is it that keeps advertisers from buying directly from the local content provider? And how can you show them the value of keeping it local?
The primary reason advertisers buy from ad networks is cost-effectiveness—network ad buys tend to be less expensive and cover a broader area. But since campaigns are often geo-targeted, most of the impressions are still delivered to your local users through other websites.
You might be tempted to block the advertiser from appearing via programmatic on your site. Blocking an advertiser has very little impact on their overall network campaign performance. Advertisers don’t notice a difference, and your site misses out on a remnant revenue opportunity.
Instead of blocking advertisers from remnant inventory, offer ad packages that only you—the local content provider—can. Tailor to the advertiser’s individual needs and goals with these upsell opportunities:
Premium placements: Offer packages where all ad placements run above the fold, or offer campaigns with a guaranteed viewability percentage. A one-day homepage or section page takeover, for example, can be a big revenue opportunity for the publisher and an impactful way for an advertiser to promote a special sale or event.
Unique targeting: Offer specific content targeting such as a sponsorship for a site section or widget. For example, the weather widget at the top of the page could include a small "Sponsored by" message. Take audience targeting to the next level by leveraging behavior and interest-based audience segmentation with TownNews iQ.
Differentiate your advertising packages and show local advertisers why it's worth it to purchase directly from you.
Patty Bristol is the Ad Ops program manager at TownNews.
