Online media are trying to find new ways to sell advertising that not only differentiate them from the competition (and especially from the power of the Google-Facebook duopoly and its offering) but also allow them to position themselves differently in terms of rates. Traditional online advertising formats have had an effect on ad prices that has been of little benefit to the media.On the one hand, advertising revenues have been falling, making ads cheaper and cheaper (often due to an unfair model: the cost per click does not pay for the fact that the brand is having exposure ).
On the other hand, the need Bosnia and Herzegovina WhatsApp Number List to get more income has led the media to simply increase the weight of advertising and make it much more present. They have simply put more ads in order to increase the possibility of clicks and the number of impressions served, which in turn has led to consumers getting much more fed up with online advertising and viewing it in a much more critical way. With that move, they have simply saturated Internet users.Against this background, some reference media have tried to find alternatives that help to position themselves much better and achieve improvement in terms of income. Some media, such as the Financial Times or The Economist , have started to sell time .
Your ads are based on the time the readers stay on the site, since time implies attention to the content and what they are serving. Others have reduced the number of banners on their sites, in order to make the ones that remain much more valuable because they are not colliding with others to capture the attention of consumers / readers.And, in addition, there are also those who defend that success should stop being measured in page views, because these do not mean more success but often simply more tricks to achieve clicks.The emotional alternative The latest media giant to make a change in how it sells advertising is The New York Times .The medium launched its Project Feels a year ago, an advertising sales system that instead of starting from all these traditional data starts from the emotions linked to the article.
The advertising format has just been known right now: Poynter has dedicated an analysis to it in which he analyzes its results. According to data from the US media, in a year 50 campaigns have been purchased based on this idea and 30 million impressions have been achieved. It has been a success, as they explain in Poynter , although, yes, the medium has not been able to get the Times to give it concrete data on how much revenue the format has generated.How the format worksOf course, the format has a lot of technology behind it. To establish emotions and to make connections, the Times uses data science, artificial intelligence and algorithms. The advertising format employs what they call “perspective targeting”, segmentation by perspectives.