Seven Essential Niche Advertising Trends
It’s no secret that advertisers continue to shift marketing budgets into digital media; however, what they are buying isn’t always as clear.
The research tells us a few valuable data points: First, the marketing decision-makers are a new generation of digital natives with an appetite for online research. Second, there is an increasing number and confusing array of shifting social media and platform options to contend with.
As marketers winnow their buys down, shifting resources to the most effective, niche media needs to be on that list. Here are some trends that show where niche media can provide the most value:
- Content marketing partnerships
Advertisers are willing to pay more – 2 to 3% of revenues – when the money comes from the marketing budget, not just the advertising budget.
The benefits to the advertiser of a content marketing program, whether in print, video, or audio, are enormous: the content is adjacent to the traditional editorial, in a similar, more trusted format.
While audiences may skip over ads as online interruptions, they are more likely to access valuable content that gives them crucial information and spend more time engaging with the advertiser.
In fact, an online article can attract traffic for years from SEO results, and be used by the advertiser on its own website and in its marketing materials.
Finally, niche publishers’ email lists often supply more data on what audiences find important than the advertisers can find on their own. This inside knowledge sets niche media up for a more consultative approach and larger orders.
The highest-priced packages result from media taking more responsibility for results – whether from form-fills or webinar attendees.
Several media have created video and podcast content online, where they can engage audiences at a more emotional and even community level, and turned these into sponsored content.
Niche podcasts, such as the ones produced by Editor and Publisher, have been some of the most successful formats for content marketing in terms of results since the attendee list can be shared. These can be created as exclusive sponsored content, enlist a sponsor who has a role in the content, or be used to generate leads for the sponsor, as well as build the email list of the media.
Industry Dive publications create valuable sponsored webinars and white papers that consistently generate double opt-ins and a significant revenue stream – helping the advertiser to build its “owned” audience.
2. Content Creation for Client-owned Media
Content marketing for client-owned media is a similar skill, and several media companies, including FreshCup, have branched off from content marketing companies, sharing resources and skill sets.
Industry Drive’s founder, Sean Griffey, has noted that most companies today are media companies. They publish websites, newsletters, and blogs. Media who can leverage their skills to help advertisers create owned content and build their own owned audiences are in high demand. Content creation now accounts for 40% of Industry Dive’s B2B sales.
3. Rope off or divide areas of the website for exclusive sponsorships
Sponsorships are also a form of advertising. However, a sponsorship is an ongoing relationship intended to improve the advertiser’s brand rather than provide a single message. This interstitial message appears on the home page of Grassroots Motor Sports.
Packages that enhance the brand during events can be sold along with direct advertising, but they are intended to ally the advertisers with the publisher and absorb the halo effect of its industry credibility.
Related to the sponsorship model, are any exclusive packages that create scarcity.
Because of relatively lower traffic, niche media need to avoid conversations about CPM, and focus on the value of their audiences. Here are a couple of popular options:
• Divide all units into 4, 6, or 8 “Partnerships.” Once they are sold out, new prospects can go on the waitlist. John Bennet of Nearview Media recommends requiring a 90-day notice for advertisers to cancel one of these exclusive partnerships, to give the media time to “find someone else.”
• Create sponsorships of a single site area or banner position, which goes only to one advertiser.
5. Renewed focus on email advertising
Newsletters are no longer an “add-on product” for ad packages but have become more valuable as social media shifts and Google changes its algorithms. Email also allows “push” marketing to an audience that the publisher controls.
Today, niche media rockstar Industry Dive sells more exclusive week-long sponsorships of its daily newsletter than it does on its website banner ads.
Email advertising products can include adding sponsored stories, sponsoring a week of emails, selling a limited number of exclusive sends, or sponsored content such as a webinar marketed primarily by the email list.
5. Premium ads that grab more attention and clicks
Media are starting to realize that adding real value – and maintaining viable pricing structures – also means creating unique ads. Kenny Katzgrau, publisher of RedBankGreen and founder of Broadstreet, an ad tech platform, advocates this trend. Broadstreet now has 130 unique templates that are game-changers in the field and have demonstrably improved click-through rates.
Katzgrau says that billboard ads – such as those selling for $1500 a week at Montclair Local – generate .5 to 1% CTR, while the industry average hovers at .1%.
6. Complimentary revenue products that generate leads
We’ve noticed more media-adding initiatives that generate ongoing leads for the sales department. These include paid press releases (Industry Dive), online directories that feed leads for advertising in printed magazine guides (OpenBoat’s Utah.com), and a full-page ad giveaway promoted as a banner ad. Any of these onboarding methods – such as a call to support an advertiser who claims a listing- can start a relationship.
7. Putting “advertise” links at the top of websites for a better user experience
Don’t even get us started. Here’s a full report on how your website could be selling more advertising.
