Fixed monthly ads as alternative to AdSense / AdWords ?

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Fixed monthly ads as alternative to AdSense / AdWords ?

Could it work?

adrianTNT

6:52 pm on Jan 13, 2020 (gmt 0)

I was curious what others would think about this ...

Would you be interested as publisher or advertiser to use fixed monthly / weekly ads as an alternative to adsense ?

I am thinking something like getting a website listed, insert required prices (e.g "$100/mo home page banner") and then clients would come to that site to find advertising locations; and at the end of the month, advertisers check their conversions, if is OK, they keep it, if not, move on, and in all situations advertisers can leave ratings of that placement or publisher.

I know this is not new, but are ad buyers and sellers still interested in systems like these ? Can they work as a reliable alternative ?
The obvious disadvantage for publisher is that you would not get spikes in earnings with spikes of traffic, but then you don't get earning drops eider.

IanTurner

8:21 pm on Jan 13, 2020 (gmt 0)

If you mean an exchange for selling/buying slots on that basis then yes as I'm sure that the code for that kind of deal would be significantly faster (better page speed) than the current ad bidding systems.

It would lack the user targeting so probably wouldn't generate the same revenue though.

matbennett

12:25 pm on Jan 14, 2020 (gmt 0)

This approach works well where there is an obvious pool of advertisers for the site. Very niche sites, or local sites for example.
The challenges are really three fold:
1. Admin overhead : It often means time spent selling, billing, trafficking and chasing
2. Fill : If an advertisers pulls out those impressions will be unfilled until another is found
3. Sale : An advertiser paying $100/month might not want to increase spend if your traffic increases

adrianTNT

6:21 pm on Jan 14, 2020 (gmt 0)

Admin would not have much work to do, if this is done by an intermediary site, publishers can use like a PHP code that cache ads for some hours, so that it is waaaay faster than adsense, and ads can show automatically.

Then about fill rate, ad slots can accept a few ads that will be shown randomly and in rotation (maybe with next/previous buttons), and if too many ads are in same slot, advertisers are not happy and can cancel at the end of that period, but that also means that the slot is popular and others could be waiting to advertise there.

Multiple ads that are in rotation could be printed as normal static html (so advertisers get seo benefits) and they can be slided/shown/hidden by javascript.

That could work, no ?!

adrianTNT

6:26 pm on Jan 14, 2020 (gmt 0)

It would lack the user targeting so probably wouldn't generate the same revenue though.

geo targeting might be a problem, yes, but I think for many this is not critical, then advertisers can pick a site / publisher with the right users / geo.

matbennett

9:08 am on Jan 15, 2020 (gmt 0)

Ah, didn't realise you were talking about this as a centralised service rather than publishers doing it themselves. Check out buysellads . It is similar to what I think you have in mind. It's not that dissimilar to how ads were shown before realtime auctions. The RTB part got added because buyers are interested in audience rather than placement and it allows them to bid accordingly.
Who knows... the 3rd party cookie will be dead inside 2 years - this style of selling might come back.

adrianTNT

2:08 pm on Jan 15, 2020 (gmt 0)

Yes,that was kind of what I had in mind, like BuySellAds, I was a bit familiar with it already, I just didn't knew how popular this is (or can be) compared to AdSense style.

matbennett

3:09 pm on Jan 15, 2020 (gmt 0)

I always feel like the BSA model is more popular with sellers than buyers. I've never had much result from it, but I've heard from other publishers that is works well in some niches.