Generate advertising in a digital magazine
Technical and strategic keys to structure, manage, and increase advertising revenue.
2 mins read
How to structure and manage advertising
The structure and management of advertising should be done alongside the content, to avoid cannibalization and optimize the audience.
Para ello, necesitamos incorporar una capa intermedia en nuestro sistema, que tenga prioridad sobre los anuncios que vengan del ad server, y controle dónde mostrar qué.
Generally, advertisers want exclusivity. Imagine that Loewe pays you a large sum to publish an article about their latest release, but when you visit the page, it contains Gucci banners. How do you think this would affect your relationship with Loewe?
The rest of the techniques depend on the technical implementation, so I will leave them for point 7.
How to maximize advertising
In addition to the previous point, you also have to manage the relationship with your audience. Depending on the tier or type of subscription that our reader has paid for, they might not view advertising favorably, but this does not prevent us from showing a little.
Example:
- Premium Subscription: No ads are displayed.
- Standard Subscription: Only see some generic banners at the header, but not those embedded in the content, to avoid being too intrusive.
- Low-cost Subscription: View all banners as an anonymous user, but unlike them, you can consume more content. We also allow them to choose their preferred topics from their Profile, as this increases the likelihood of them clicking on the ads.
(Here we could experiment a lot with different combinations)
In terms of pure optimization, we must ensure that the ads load along with the content. This may seem obvious but it's not.
Example: Sometimes, the loading of the next article is done automatically when reaching the end of the current article (infinite scroll). In these cases, it is necessary to ensure that a new ad is going to load, since we are loading new content. I have seen instances where the article was loaded but the new ad was forgotten, missing the opportunity to generate impressions that are monetized at the end of the month.