How Publishers Can Profit From Contextual Advertising Models
Shore Communications, Inc.
November 7, 2003 13 Pages - SKU: DCEQ1149955
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| FOCUS |
This report reviews the evolving state of
online advertising and proposes how B2B publishers should take advantage of
emerging tools and revenue opportunities that are appropriate for their
audience. |
| AUDIENCE |
B2B publishers with a Web presence and
marketers and advertisers that service business publishers will find this
report most relevant. Search engine companies, and companies that provide
technology for search, Web publishing, CRM tools, and online advertising
will find this report relevant to their current business issues. |
| CONTENT |
This report presents a new and unique framework
for comparing publishing models specifically designed for B2B publishers,
along with background and perspective on how online advertising trends have
evolved, with supporting facts and figures. In addition, search engine
marketing, with an emphasis on Contextual Ad Placement, is examined and
suggestions for modified applications of contextual ad listings for
professional publishing firms are provided. |
| USE |
Publishers of premium B2B content will find
recommendations in this report to leverage their content portfolio with
product versions that can be monetized through paid search and other
contextual advertising techniques. In addition, suggestions for increasing
the value of a Web site using evolving Web technology that improves a
publisher's ability to deliver relevant content to specific users at the
appropriate time are presented. |
| EXECUTIVE SUMMARY |
After a two-year slump in online advertising
forced online publishers to scale back operations and implement subscription
fees and other forms of fees to monetize their products, online advertising
got back on its high-growth trajectory in 2003 by way of paid search listing
and links. Contextual advertising, an offshoot of search engine paid
listings, has emerged as a leading contributor to re-energizing of online
publishing. Journalists from business magazines, technology publications,
marketing and advertising journals, online pundits, and even general
newspapers are highlighting the exciting growth in search advertising and
contextual placement of ads on Web sites.
But how can B2B publishers, who have professional standards that may
prohibit using unscreened commercial advertising, profit from techniques
that have provided new hopes of profitability to many smaller and
noncommercial Web sites?
This paper provides a critical analysis of why search engine marketing
and contextual ads delivered by the search engine companies have taken off
in the past year and why these techniques will evolve over time and be
supplemented, and supplanted in some cases, by better targeted promotional
tools.
Further, this report proposes business models for monetizing content that
build on the underlying success of the paid links services offered by
providers such as Overture and Google, but are appropriate to the B2B
publishing community.
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- 1. Report Profile
- 2. Executive Summary
- 3. Advertising and Content: An Evolution
- 3.1 Online Advertising: Unfulfilled Promise Begins to Unfold
- 3.2 Early Online Content Marketing: Banners to Affiliates to Syndication
- 3.3 Today and Tomorrow: Using Ads to Promote Content in Context
- 3.4 Search Engine Marketing: An Online Advertising Success Story
- 3.5 Advertising as Meaningful Content; Meaningful Content as Advertising
- 4. Beyond Ads: Contextual Content Placement
- 4.1 Using Ad Placement Techniques for Contextual Content Placement
- 4.2 Business Models for Leveraging Contextual High-Value Content
- 5. Optimizing Content Monetization Models
- 5.1 The Road to Profitability: The Freeway or the Toll-Road?
- 5.2 Creating Context: What ingredients for a blue-ribbon recipe?
- 6. Conclusions and Recommendations
- 6.1 Recommendations for Publishers
- 6.2 Recommendations for Web Technology Firms and Ad-Serving Networks
- 6.3 Conclusions
- 7. About the Author
- 8. About Shore
- 9. Report Upgrade Options
- 10. References
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