How to Sell Ads Online > Sell Exclusivity (5/7)
January 7, 2010 – 2:21 pm How to Sell Ads Online > Sell Exclusivity (5/7)
This is the fifth part of the How to Sell Ads Online series.
Advertisers are jealous.
Why? Well because all things been equal, given the choice between having only their ads on your site or sharing it with a bunch of other advertisers (and possibly competitors), they'll go for the former all the time.
It's a good thing because armed with this information, you can adjust your sales strategy to attract them by giving them what they really want.
This article highlights three great ways to provide them with exclusivity and increase sales.
Roadblocks
Roadblocks are very effective in creating brand awareness. The idea is to show ads from a single advertiser on a specific ad zone exclusively for a fixed length of time. It usually lasts for at least a month and can extend to a whole year.
TechCrunch has had a series of road-blocked 125×125 ads on their site for as long as I can remember and they are pretty popular across the blogosphere.
Companion positioning
This ensures that only one advertiser can have their ads show on a page at a time.
From a user’s perspective, when a page is loaded, all the ads belong to one advertiser. If they refresh the page, all the ads may belong to another advertiser (or the same one). There is never a mix and match. Personally, as a user, I find this approach makes a site a lot less cluttered and helps me notice the brand easily.
Takeovers
The ultimate in exclusivity. Advertisers love them. Designers have a field day with them.
Gawker Media is having a ball with them. It takes companion positioning a step further by changing the general theme of the site. The background image and colours, border colors, and sometimes, even a themed logo.
In summary, advertisers love takeovers are because they get guaranteed exposure to your readers.
Action Points
- Survey your advertisers to see if they would prefer exclusivity or shared inventory.
- Search Google for an ad manager that can manage both models for you.
Effect
- Command higher prices for your inventory and reduce clutter for your visitors.
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