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Why Publishing and Advertising Work in Tandem

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When Larry Page and Sergey Brin took their tentative first steps into the world of Internet, it is quite possible that they had not visualized the exponential growth that was to follow with the speed of light. A major source of income that their company Google Inc generates comes from their various online advertising products like adwords and adsense. Google was probably the first company to sense the potential of all-encompassing contextual advertisement strategy; employing it, the company earned over $46 billion in 2012.

Many agencies followed Google and publishers; huge and small, have all started using these platforms that offered advertising support and drew immense benefits. For instance, an intrepid Forbes.com boldly declares that the ads carried in its website are more effective than the ones that appear on Wall Street Journal. It even has a money-back guarantee! This has perhaps got to do something with its ranking 260 by Alexa.com compared to the position 312 that WSJ is at but what it does prove is the trust the magazine places on the proliferation of online advertisements.

A published material, be it an article, a poem, a recipe or anything under or above the earth would be categorized by a WebCrawler according to its content and it starts displaying ads with the same content. In most cases the publisher does not have a say in deciding which advertisement to display on his site or page. This is because the search engine takes it upon itself to direct the search on to his website. In some websites like Youtube, a publisher can delete the ad that comes on during the broadcast of his video. In the event, he forfeits the revenue he stood to gain if the ads were to be there and clicked on by a viewer.

Social Media Marketing, within a short span of time since its origin, has become the hottest item in advertising online. A tweet, or an ad copy in Facebook passed on by friends or acquaintances or even strangers deemed as well-wishers may all be considered reliable sources of information. The manifestation of an impersonal corporate ad can acquire a personal touch when it takes the form of a message from a friend, thereby gaining some measure of reliability. The "Likes" matter much here. Building up a large cache of followers is an absolute necessity. So is keeping the profile of the publisher up-to-date. Links to the appropriate websites are to be embedded. Even so, one has to be patient for the ad campaign to fructify. Visitors might be persuaded to pay heed to the word-of-mouth news but only at their convenience.

If your company concentrates on demographics, it is only reasonable to focus on the area where your potential customers are located. Facebook, Linked-in, Twitter et al are all teeming with groups of people in a particular location. Or, if your operation encompasses a larger area, you can design your ad accordingly. A careful study of your competitors' ad programs and their products should give you an idea about where you stand vis-a-vis your competitors. Chalk up a program superior in every way to theirs and feed to the information-hungry masses.

There are 6 billion mobile phones in the world. Apps for these mobile phones are being developed by large numbers and added to websites which are downloaded by Internet browsers all over the world. With everybody and his grandfather being a proud owner of a smartphone, sky is not really the limit in terms of reach. A diligent perusal of ownership of these mobiles should enable an advertiser to zero in on his target and go about spreading his net for its catch.

An advertiser has an enticing option in remnant ad package that publications provide. The unsold space in the publication is called remnant ad package and is offered to both large and small advertisers at a heavy discount, sometimes running into thousands of dollars. However, how is one to know who has this unsold pages? A fair sprinkling of glib talk should do the trick and soon you will be in possession of the empty space in the publication.

Not everybody is a genius at whatever they do. It is quite in order to seek advice and active participation of experts. A Google search engine will return thousands of companies that are engaged in this. For example Bunndle is a company specializes in publisher-advertiser relationship apps which can be downloaded by interested parties. It has developed technological tools a publisher can put to optimum use and gain from its network of advertisers. Its CEO, Maxine Manafy, spent 4 painstaking months just to build her product and explore the market before taking the plunge.