Reduced price online advertising on indigenous websites is now available with the arrival of a new blind network to the advertising scene.
Blind networks or value networks are a group of websites that have unsold banner ad space on a monthly basis. As this inventory is perishable and useless once expired, they are sold to blind networks at a lower price on the condition that the publisher’s identity is not disclosed. This, of course, is to preserve and protect publishers’ key advertiser agreements and regular income streams.
Advertisers will be unable to target by site, but according to Michelle O’Keeffe, managing director of Media Brokers the latest blind network in the Irish market, advertisers can target ads by channel (news, sport, fashion), gender, demographic, just not by site. Media Brokers is also the first with its offering on indigenous Irish websites.
“The reason I think this is important is from a consumer perception and a consumer trust point of view we believe we’ll get higher click through rates. If you’re an Irish person on an Irish site, you’re going to think the advertising around it is meant to be you.†She gives the example of an Irish person on the New York Times website who didn’t feel that an ad for a specific computer company would be relevant to him because he was on a non-Irish site.
“From our tests we are seeing higher click through rates from Irish sites, there are many explanations for this; ads placed within relevant content, brands are aligned with reputable indigenous sites, a sense of consumer trust on respected and well known publishers,†says O’Keeffe.
Media Brokers will conduct pre campaign analysis of the client and the campaign objectives in order to best place the campaign within their platform. Using pre campaign analysis it intends to achieve strong click through rates from the outset and will optimise by publisher and creative throughout the campaign.