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A vertical approach to online marketing

Written by: Andrew Nester

Article Overview: In today’s economy low cost targeted marketing, with measured results, is a must for advertisers to gain solid market intelligence, control advertising budgets, generate quality leads and increase brand recognition Publisher’s (web site owners) need ads being placed on their valuable web site real estate that relates to their market. This maximizes revenue and increases web site visibility. Dedicated vertical market advertising networks are the best solution to accomplish this.

A vertical approach to online marketing

Advertising Networks act as an online agent collecting ads from advertisers who want to place ads on web sites and automatically places those ads on publisher’s web sites available ad space. This service has become increasingly popular over the last five years as an effective, low cost, advertising vehicle for businesses and an easy way for web site owners that have available advertising space on their web site filled to increase revenue with little or no increase in cost. There are two types of advertising networks:

1. Horizontal or broad based advertising networks that focus on reach. These networks are best for consumer products that appeal to almost everyone.
2. Vertical market ad networks that focus on a specific target market. An example is the Marine Advertising Network that focuses strictly on marine products and services.

Horizontal ad networks give a broad exposure but advertisers have no control over where their ads are placed, brand recognition tends to get lost, very few quality leads are generated and the buy in is usually very high making it hard for small niche market advertisers to use the service. Publisher’s income from their valuable web site advertising space is minimal on horizontal ad networks and publisher’s get no market specific support.

Dedicated vertical market ad networks change this.

For advertisers there are no blind ad placements, advertisers know their ads are being placed on web sites that have the audience their advertising is aimed at generating quality leads. Advertisers know how ads are performing; they can monitor results, adjust ad campaigns and control budgets, all online.

For Publishers vertical market ad networks manage and sell ad space inventory increasing revenue while decreasing cost. Publisher’s web sites get increased market visibility.

Both advertisers and publishers get marketing and technical support from experts that know the vertical market being addressed.

CPM, cost per thousand ad views, on horizontal ad networks is less than $2.00. The reason, sales teams for horizontal ad networks sell the inventory as "remnant", low quality inventory. Vertical ad networks, on the other hand, will command much higher CPMs more in line with what publisher members would sell ad space for directly since this inventory represents very high quality and relevant for marketers interested in reaching that verticals particular audience. The vertical market ad network provider handles the selling and inventory management issues for the publisher thus decreasing the publisher’s costs while increasing revenue.

Internet advertising revenue for the first half of 2008 grew to $11.5 billion. (Display ads garnered 21% of this number). This is a 15.2% increase in Internet advertising revenue over the first half of 2007 according to The Interactive Advertising Bureau and Price Waterhouse Coopers report.

Even in a down economy this segment of advertising is forecast to continue to grow as consumers are spending a greater proportion of their Internet time on web sites that match their interest.

Get the best return on your marketing and web site investment in these trying times. Use a dedicated vertical market advertising network. Get immediate, quality, results. Maximize your web site and marketing investment.

"Without a doubt, vertical ad networks are a much better option for marketers that want to reach a specific targeted audience" says Carter Hostelley, founder of Leadtail.com, a new web site that helps marketers find out where to advertise online.

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Article Tags: advertising networks, vertical market, web site visibility



Related Forum Posts
Internet Marketing - That is an unusual approach if you're trying to promote your business or your site. I've run into promoters and business owners who are deceptive online and in the real world. However, NOT everyone is like that. I work very hard to be honest in all my promotion and in my writing. I cannot figure out what you're actually trying to accomplish with this piece, but it sounds like a sweeping condemnation of all promoters and people who promote online. Sounds like a strange approach for a person who has a "marketing" website. Shri
Online vs. Offline Marketing - I think it really depends on your business model. For example, for my company I do mostly online marketing. It's the most cost effective way to create awareness and I have a way to monetize the traffic. It's hard to run a website based business without online marketing. I have done some offline marketing in the form of media interviews, seminars, conferences, etc. but the results pale in comparison to what I can generate online. There are also many successful offline businesses that don't use any online marketing efforts. Depending on your business model sometimes referrals are the best way to grow as supposed to web marketing. I think it's hard to find a business that could not benefit from both online and marketing efforts but depending on your business model (and the personality of the owner) most entrepreneurs typically skew towards one over the other.
Re: Offline Marketing V/S Online Marketing - If we think of product promotion, the online marketing turns out to be better than the offline marketing. The online marketing is not only economical than the offline marketing but also faster than that. Product promotion to the magnitude of what can be achieved through the online marketing can be very expensive and time consuming if tried to be achieved through offline marketing.
Ning - Yes ning is absolutely brilliant I think the future of the internet is something more amalgamated. Something like, niched networks under one vertical roof. It seems inevitable to me... That's why I created Probook. The idea is a bunch of domestic professional networks in different countries, that can all network under one main vertical roof. The app on facebook for probook lets you list yourself for other people to find you, and provides you of a list of other people in your profession to network with. I'm into creating tools to connect people globally. NING recently picked up $45 million in venture capital..... I wonder what for .... My guess is, they're going to establish custom networks for businesses. I guess they use the same crystal-ball that I do!
Re: Advice needed to earn money online!!!! - [quote:1cq7bv5r]I'd suggest having a great product and using great marketing for the very best results. Or, should I also say that great marketing with a crappy product is a short term approach.[/quote:1cq7bv5r][/quote] Yes this is defianately the short term approach, how ever the point is marketing is always Key.. If you could do well with sorry pruduct imagine what you could do with a great one.


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