At the end of March we released the findings of a survey we carried out across our European publisher base analysing the way they monetise their sites through online advertising. The research we did revealed trends in social media and mobile marketing, preferred sectors for online advertising and what they look for when working with advertisers.
Publishers revealed that they are most interested in promoting advertisers from the travel industry, with 73 per cent citing this as one of the most important sectors for their online advertising. This was followed closely by retail brands, which were favoured by 60 per cent of publishers and then finance brands, which 44 per cent of publishers were interested in featuring.
Our findings also showed that the UK online publisher base was optimistic about growth in social media marketing, with 85 per cent planning to expand these activities this year. The results revealed that 38 per cent of publishers plan to expand their social media engagement by up to 20 per cent. Similar growth is expected for the mobile channel in the next twelve months, with 37 per cent of publishers expecting site views on mobile devices to grow by up to 20 per cent.
Content sites remain the most effective way for publishers to monetise their presence, with more than two thirds (67 per cent) of publishers citing them as major contributors to the revenues generated from affiliate marketing. This was followed by search engine marketing (32 per cent) and voucher code sites (18 per cent).
The research also revealed what the biggest restrictions are for publishers when working with advertisers. The findings showed that the most important factor for advertisers to consider is ensuring creatives are kept up to date, a restriction cited by 53 per cent of publishers. Another important factor cited was ‘earnings per click’ generated, a payment model which demonstrates how well an advertiser is performing by measuring the average amount of commission earned per click generated for the brand. 45 per cent of publishers said this is one of the key considerations when working with advertisers.
The research demonstrates that the growth of the mobile and social media world is clearly set to continue and requires online advertisers to carefully consider the mix of campaigns they develop for publishers. It will also be critical that challenges regarding updating creatives can be quickly eliminated and earnings per click optimised if a brand is to build positive relationships with publishers. Building tailored campaigns for different publishers that accurately reflect their audiences should prove a key way to generate the most traction between brands and consumers.
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