Monetization strategies for publishers keep changing since users are becoming more and more savvy. They know how to spot an ad a mile away, and they are not swayed by gimmicks.
If you want to continue to make money on your content, you have to find ways to provide real value without triggering those alarm bells. Keeping on top of trends will help you develop strategies that best meet the goals of your brand.
Here are a few hot monetization trends for publishers to consider:
Greater Focus on Native Advertising
Native advertising is so popular because it looks like natural content. It doesn’t look like an ad.
When you use native advertising, you are providing users real value — such as an article written by a sponsor or reviewing a product from a sponsor.
Publishers are moving away from flashy ads and popups that annoy and alienate users and are employing more native advertising instead.
Advertising technology has provided us with unbridled amounts of data about users.
That data can be tapped to create more personalized ads that enhance the personal experience. More personalized ads are also more effective because they show users articles and products that meet their needs and their interests.
It is important that you find methods for collecting data that do not violate user privacy, such as tracking cookies that are clearly advertised on your site.
Multiple Ad Types
Not one ad type will be effective with every type of user who visits your site.
Savvy publishers are relying on multiple ad types to reach the greatest number of users. That can include native advertising, video, tags, images, banner ads, popups, and more.
The key to success is focusing on the user experience and providing real value for users. Inundating your site with ads will only turn away users. You need to find the right balance of ads to give your users what they need without making them think that you are beating them over the head with sales pitches.
Content in Multiple Formats
Users are accessing content from more devices than ever before, and it is essential that publishers create content for all of them.
CodeFuel offers solutions that present ads across multiple formats with a focus on user experience. Ads are presented in a way that is natural to the device, whether it be a smart phone, a tablet, or a laptop.
It is important that you keep user experience top-of-mind in any advertising strategy that you employ. You need to provide content wherever users may want to access it, and you need to be sure that they can easily find what they need and have reason to want to return again and again.
Infinite scroll has been in use for a while with the home page, which just keeps repopulating with articles instead of containing static content.
Now, infinite scroll is becoming popular with the articles themselves. Instead of the end of an article being the end of the page, another article is placed right below it — and another below it, and so on.
Infinite scroll is more effective at presenting additional content to users than suggested posts because it doesn’t require that they take any action to see the content. They don’t have to click onto another page. They can just keep passively scrolling and reading.
Infinite scroll provides opportunities to get more ads in front of users, whether it is native advertising, in-text ads, or banner ads. You get more page views and more ad impressions.
Video is here to stay as a major player, and it should be an essential part of any advertising strategy.
Just like content, shorter videos have always been preferred to capture the attention of time-pressed users. Now, videos are getting even shorter.
Instead of a 30-second video, a three- or six-second video is preferred. That’s a short amount of time to make an impression, but it may be all the time that users offer.
Instant play will also be used for these videos. As users scroll down the page, the ads will automatically start playing. Those three seconds may be all you have to get the message out before users stop the ad or click off the page.
For some content strategies, longer articles are becoming more popular. They provide more in-depth information about a topic and provide more value for the reader.
For other content strategies, even shorter articles are needed. The New York Times has introduced its Particles project, which distills articles into summaries and primary points. Digiday has a TL;DR button that provides a brief synopsis of an article for those who are short on time or attention.
Including shorter articles like these on your site can attract the attention of more readers, thereby improving the chances that your ads will be seen.
Use some of these hot monetization strategies, and you may meet your revenue goals for this year.