AT Internet

Online Intelligence Solutions
www.atinternet.com
What do Online Advertisers Look For in a WebSite?
The rest of this document will hopefully provide you with a new appreciation of the
use of analytics when it comes to optimizing advertising revenue on a publisher’s web
site.
● Question:
What factors do you look for when selecting the web sites where you will buy advertising?
● Some of the answers:
“...the number of visitors/hits/etc is pretty meaningless per se - It’s a question of a match
with the audience.”
“...without a doubt the best results have occurred when the ads were on a site with an audience
that was a perfect fi t for our product”.
“... audience matching our target niche”.
The Keys to Success
Audience Segmentation. Behavioral Analysis. Targeting capabilities. That pretty much
sums it up. To outperform as a media publisher, you have to understand what an advertiser
is looking for. And all that an advertiser is looking for is to reach his target
audience. You might think that there is more to it? Not really. It’s that simple. All year
long, advertisers (his internal staff and/or his advertising agency) try to answer the
following questions in this order:
● What is my target audience?
Even though it’s ultimately the advertiser’s role to fi gure out what his target audience
is (market research, customer database, surveys, focus group, etc), you as a publisher
can help your client advertisers refi ne and even test new target audience segments
that could have been overlooked, and that could end up being very successful for
them. Your Ad Sales Team needs to get into a partner mentality with their advertiser
clients. In a competitive world, diff erentiating yourself from other publishers by bringing
additional value to your clients
is always a good strategy.
Media
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