I\’ve seen some really clever things done with ads on the Web.
I\’ve seen some pretty dumb things too, like whack-a-mole banners and flashing skyscrapers that make you want to look anywhere but at the ad.
But some of the ideas have been incredibly creative. When Kontera first wheeled out its system, I loved the fact that its ads were so unobtrusive.
When Chitika created its eMiniMalls and then its Premium ads, I thought the range of products and the slick animation would make them sure winners.
Since then I\’ve seen companies experiment with ads layered over images and now Google has brought out expandable ads – rich media commercials that get bigger when the user interacts with them.
These are all great ideas and they all help to create a firmer foundation for advertising on the Web – something we all need.
But even the smartest idea doesn\’t change the fundamentals.
Ultimately, success as an online publisher depends on good content and relevant, well-optimized ads.
Advertising companies like Google and Chitika and Kontera give us the tools to monetize our pages but it\’s up to us to create the pages on which those systems sit, and learn how to use them.
I wish I could say that was simple. It is simple to get up and running. But to get moving in the direction that you want to go, to make sure that you stay on track and to find a way to run at the fastest speed that you\’re capable of reaching takes learning and experience.
That begins by understanding what sort of content your readers are interested in the most. You can try to guess that if you want. But you\’ll be better off looking at your server stats and seeing which pages were the most popular, where your users are coming from and what they\’re searching for. And you\’ll need to know how to create the sort of informative, entertaining content that keeps them coming back for more.
And optimizing your ads is a matter of experience, knowledge and testing. It takes a little time and a bit of reading but it\’s something that needs to be done if you\’re serious about making the most of the opportunities online.
I love the fact that companies are working hard to improve the ad systems that we can use. I just don\’t expect them to replace the work that I have to do as a publisher.