How do you sell advertising space?
I would like some advice to pass on to my audience. I am aiming to help people who sell advertising space for a living. I'm looking for advice on keeping the pipeline full, maintaining relationships, and closing deals. How can they keep advertisers happy? Thanks in advance!
https://www.propertyfinder.ae i believe your business model is like this
Marketing your services through a website could be a great start.
The simplest way to get advertising on your website is to join an affiliate programme. These are run by companies that aim to put advertisers (them) in touch with publishers (you), usually via a semi-automated website on which you select companies you think will want to advertise on your site. Your request is forwarded to the company in question, which can then either approve your site for its ads or not.
If approved, you can choose which of its ads suit your site, and the necessary code will be supplied for you to paste into your site. The affiliate company also provides a reporting website, where you can check how your adverts are doing and whether they’ve earned you any money.
Many of these advertisers have moved away from pay-per-click scenarios to a commission paid on actual web sales, which obviously suits them far better.
It isn’t so good for you, however: the most important thing for many such businesses is building a brand, and you’re effectively helping them do this for free with such a payment scheme.
To add to the good answers already included here:
If you're talking to people who sell online ad space, flexibility in billing models is an advantage. For example, many online media owners only sell their space on a CPM basis instead of also offering a CPC option and a CPL/CPA option (where it makes sense to do so). From the advertiser's perspective the CPM option, especially on an initial buy where the online property is untested by the advertiser, all of the risk is assumed by the advertiser. With a CPC or CPL/CPA option, it lessens the risk for the advertiser. Of course, offering these options does place additional burden on the media owner so a balance should be struck.
Christopher: As a media buyer, I care about the unit size, position within the waterfall, content adjacency, targeting variables, frequency caps, among other things and the reach I can get within these confines. I care because these all lead to better user engagement and better conversions. These also impact what I am willing to pay. If the audience size is too small I am not interested because the payoff will be too small vs the time involved. If an ad sales representative can bring me inventory that meets my criteria, they become a valued resource to me because they become a multiplier for me. If they can't, they just become a time suck.
Be a partner and take part in their marketing meetings which shows them you are willing to take the time to help them succeed.
As someone who spent 20 years in ad sales departments and had my successes (and failures) I've found two simple truths that may assist you..."Knowledge is Power" and "The confused mind will always say, "No!" The nature of the ad beast is that advertisers are happy when they see results and any sort of research helps. When I coached my ad staff I always admonished them to paint a picture for the advertiser (customers buying, seeing the ad, etc.) There's a lot more advice that can be offered so I feel it best to KISS (Keep It Short and Simple) and sign off !!