Publisher Roundtable | VigLink

How to Skip the Monetization Struggle

Publisher Roundtable, a collaboration between VigLink, Netpop, and sovrn, proved to be incredibly fruitful in producing valuable insights on monetization. One important aspect participants addressed was their expectation of monetization vs. the reality they face on a day-to-day basis. When asked about their expectations, the majority of participants (39%) said they didn’t know what to expect. Additionally, 37% said reality didn’t meet their expectations, 63% of that group admitting that monetization was actually worse than they expected.

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The participants were split up into three groups, <10K, 10K to 49.9K, and 50K+ monthly uniques. When asked if monetization has been easier/faster or slower/harder than expected, and how accurately they can predict income, it became apparent that the participants with higher uniques are monetizing with the most ease. For example, 37% of <10K monthly uniques found it much slower/harder compared to only 15% of those over 50K. On the contrary, 16% of those 50K+ found it much faster/easier with only 7% of <10K monthly uniques feeling the same way.

The trend of larger publishers having an easier time, carried over into the monetization report card where participants were asked to grade both themselves and the industry on monetization. As a whole, the majority of participants graded themselves (39%) and the industry (44%) at a C. However, when broken up into the three groups of varying monthly uniques, we saw smaller publishers giving themselves and the industry a much lower grade than those with higher uniques.

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The results from this part of the report show that the higher a site’s monthly uniques, the greater their satisfaction with monetization. The sites with higher monthly uniques are clearly doing something right, but ironically they’re using the exact same monetization options. So how are they having so much more success? It all comes down to the production of top-quality content. More people are coming to these sites because they enjoy the content and have come to trust these publishers to produce content they can depend on. Once that trust has been established, people are more likely to click through links in the content and, ultimately, make purchases.

For those with a smaller amount of uniques, monetization is bound to be challenging due to less potential purchasers. However, the best way to increase your readership and encourage people to share the content from your site is by producing thoughtful, unique content. When genuine content is produced, readers recognize that and you’ve earned yourself a fan. Monetization isn’t always easy, especially for those just starting out, but focusing on your content is a sure way to achieve long-term success.

To see full results from the report on monetization, visit the Publisher Roundtable site!

Written by Hanna Fritzinger

Publisher Roundtable on Monetization Launched!

We teamed up with Netpop and Sovrn to bring you the Fall 2014 Publisher Roundtable on monetization. The goal of this edition is to give publishers objective tools and insights they can utilize to make better-informed business and marketing decisions. During the two-month period the survey was live, 427 online publishers participated, including members of Publisher Roundtable as well as contacts from VigLink and Sovrn. Post survey, the Publisher Roundtable community now totals more than 700 publishers who have a combined 150 million uniques.

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In order to get the best understanding of how publishers can better monetize their content, we focused on nine key topics.

  1. Where to Begin aims to help publishers face fewer obstacles when they’re starting out and receive effective results in a timely manner. Additionally, it focuses on new publishers, as their experience is has greater relevance to those who are in the beginning stages of monetization.
  2. Getting to the Next Level informs publishers how they can improve their monetization strategy based on their size, experience level, and vertical.
  3. Picking a Partner details some of the ad networks available for partnership and why different publishers choose and more importantly, stick with them.
  4. Monetization Options explores how many tools you should use when monetizing your content and digs deeper into which options are most satisfying and generate the most revenue.
  5. Expectations vs. Reality takes a look at publishers’ initial expectations when they start monetizing and how those align with actual experience.
  6. Monetization Report Card gives publishers the chance to candidly grade themselves and the industry on monetization. Find out if publishers feel supported by the industry and if various publishers have different experiences and opinions.
  7. Non-Monetizers find out why certain publishers aren’t monetizing their sites, and if they’re considering monetization, which methods they are most interested in.
  8. Community Profile shows the stats of those who make up the Publisher Roundtable community.
  9. The Independent Web gives publishers who are looking to expand their reach additional topics for discussion that their audiences are likely to find interesting and relevant!

Written by Hanna Fritzinger

We have preliminary Publisher Roundtable feedback!

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Our second Publisher Roundtable is live!  This edition focuses on monetization. The survey is ongoing, but we’re eager to share preliminary feedback!

Findings show the most popular method for publishers to monetize their sites are ad networks. When choosing a network, publishers focus on traffic quality. And before engaging long term, general consensus is that publishers should test a network for 1.5 months.

Another interesting finding: content-targeted ads are used more frequently than either affiliate networks or brand sponsorship. These also generate the highest percentage of revenue for publishers. You might infer that publishers are therefore most satisfied with this format, but that’s not the case. Publishers are most satisfied with brand sponsorships.  This discrepancy begs a question: if people are most satisfied with brand sponsorships, why aren’t they using them more often?

Survey results suggest it’s not because they don’t want to, it’s that they don’t know how to do so effectively. The majority of publishers (40%) graded themselves a C at monetization.  Half stated monetization is harder than expected.

It’s critically important that information be accessible to publishers so they can learn how to monetize their content effectively without having to disrupt the user experience with other means of monetization such as content targeted banner ads.  Native advertising tools such as the array VigLink products allow you to monetize your site without interrupting the user experience. We hope you utilize the series of interviews to gain intelligent insights into your monetization strategy!

 

Written by Hanna Fritzinger

VigLink has a Pinterest!

VigLink Pinterest

Back in April Bradley Taylor wrote a blog post for us highlighting four ways to promote your personal or professional site using Pinterest. We took his valuable advice and have officially joined the Pinterest community! VigLink Pinterest will showcase some of the unique personalities of our team  you wouldn’t normally get the chance to see. We are following some of the useful tips Bradley suggested…

  1. Discover the Pinterest Community
  2. Generate original, thought-provoking content
  3. Unite all of your current social networks
  4. Piggyback popular pins!

Pinterest already has a special sector of their site called Pinterest for Business which is dedicated solely to professional sites and certainly worth checking out. The tagline for this service is, “get discovered by millions of people looking for things to plan, buy and do”. As of right now the best way you can do this is by following the four tips highlighted above, but not for long! They have just announced that they are gearing up to launch “Promoted Pins” which will expand business’ reach via Pinterest. Although this new technology has yet to be implemented, you can fill out a form on their website for priority access. Pinterest is already a wildly powerful tool if used well (people who are referred to a site from Pinterest spend 70% more), and it’s influence is only going to continue to grow with time and new advances. Is your company on Pinterest yet?    

Written by Hanna Fritzinger

Want to know how other publishers monetize?

Publisher Roundtable can help!

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We are very excited to announce the second Publisher Roundtable interview, and you’re invited! Publisher Roundtable is designed to provide insights that will help you grow your website in an effective manner. This is achieved by giving publishers the ability to make well-informed business and marketing decisions based off of information collected from those who participate in each of the quarterly interviews.

This Publisher Roundtable interview is focused on an aspect of  marketing that everyone can relate to- monetization. Who wouldn’t want to know how to get a few extra $$ into their bank account each month? After the publishers have completed the short survey, information will be anonymously aggregated, analyzed, and packaged into a helpful “Tips” report exclusively for members. In the report you will be able to compare your specific answers with those of all the other participants. This will help you understand what changes you can make to your online strategy that will help build your business.

Publisher Roundtable was founded on the idea that marketing insights should be collaborative, simple, and free. We are achieving that goal by keeping the surveys short and to the point. That being said, the amount of information that will be collected will be vast and invaluable. Data often comes at a steep price, but participation is all that is required as it is our mission to keep this a completely free service.

Get started now!

Written by Hanna Fritzinger