Bonus Day of Programming a Boon for Attendees
by Deb Shaw
In a new approach this year, LMA conference planners added three sessions to the agenda on Tuesday. In years past, this day was devoted entirely to one-on-one meetings with media buyers and the Board of Directors meetings but with so many members on hand prior to the Wednesday AM keynote presentation, planners developed three excellent bonus sessions.
JoeDeBiak, CEO, Center for Advertising Effectiveness
In Session One, Joe DeBiak from the Center for Advertising Effectiveness showed attendees why advertiser ROI is key to increasing digital ad revenue. Using data capture strategies with both digital and print ads, Joe pointed out a potential new revenue stream for publishing companies that helps advertisers grow and increase their ad buy. These strategies also allow newspapers to 'control' the account and separate themselves from competitors. Joe pointed out the do's and don'ts of digital display ads to help maximize their effectiveness... and keep advertisers coming back for more. Learn more about this at www.centerforadvertisingeffectiveness.com.
Bonus Session Two brought Matt Villacarte from Google to address a brand new initiative out of his Consumer Survey division. This partnership opportunity is aimed directly at publishers who offer unique, premium content, aka local media companies. Read more about this session in a separate story on this website.
Impact Engine CEO Neil Greer, right, and VP/Product Development Bryan
Depew conducting the Online Display Revenue Boot Camp. Special thanks
to Impact Engine for the Platinum Sponsorship of the LMA Fall Conference.
The concluding Bonus Session was presented by Impact Engine’s Neil Greer, CEO, and Bryan Depew, VP/Product Development. Together they tackled the topic of ‘The Future of Desktop, Tablet & Mobile Ad Revenue” in the Online Display Revenue Boot Camp. Here are some key points they imparted:
- In 2012, revenue from online display advertising delivered to the desktop still makes up the majority of revenue.
- By 2016, the number of mobile impressions will overtake desktop impressions as a total percentage.
- Sites that utilize a dedicated rep to online earn 300 percent more in online revenue.
- The majority of real online revenue in online display comes from direct sold, premium ad positions such as Home Page Takeover and Section Sponsorship. These sales are made using Rich Media units such as Pencil Push Down and Interstitial ads; both with and without video.
- Address the direct sold opportunity first and before considering remnant networks.
- When addressing mobile, start with Multi-Screen compatibility with a focus on tablet users.
- Leading organizations such as Morris Communications and San Diego Union Tribune are showing their online display specs using iPad.
- When it comes to selecting an ad server for desktop and mobile advertising focus on the core features and less on behavioral targeting.
Reach Neil and Bryan at www.impactengine.com