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Work In Progress as at October 2018

Location, location, location,

In our printed newspaper the front page commands the highest price for advertising.

And yet the front page is the most sought after position, with demand routinely exceeding availability.  

Why? Because it is widely recognised that the front page gets the most reader attention. It is a premium position and commands a premium price. 

Exactly the same principle applies to digital advertising. 

The banner adverts included in the plan are worthy of the term premium. They are the website equal of the printed newspaper front page. In digital advertising, as with so much that affects commercial success, it is all about location, location, location. 

There are views, and then there are views.

If you have already looked at our all about banner ads article you will know that banner ads are counted as being served only when they enter the visitor’s view. However, they will be counted as one view if they are lost in a jumble of a dozen competing ads tucked away from the main focus of the visitor, just the same as they are counted as one view if they are in a prominent position for the visitor. 

Where and how your adverts are served are two very important considerations in how you spend your banner advertising budget.

We call them premium for good reason.

Placed alone with no competing advert adjacent, and at the start and after the 4th paragraph of content. 

Note that is within the content, not to the side of it. The visitor has to see the advert, it is impossible not to see the advert as it is embedded within the text they are reading.  

Despite this prominent position the adverts remain unobtrusive and are accepted as a fair inclusion for the news service we provide.

We avoid the pop up, pop over, slide in, exit anticipating, flashing and generally annoying advertising tactics. Visitors become frustrated when advertising becomes cyber-shouting. That is no good for the reader, nor for The Ibizan, and certainly not for our advertising clients.  

We can employ some very effective site takeover options when called upon, but we always draw short of allowing advertising to give our readers a virtual punch in the face. Frankly, we’re not that desperate. 

Simple but effective adverts of products and services relevant to the visitor on mobile and desktop – in our opinion that is the way to do it right, so that is the way we do it. 

Quality

Do not be fooled by the meaningless big numbers presented by some online advertising channels.

If a website has 1 million visitors, and you are buying 20,000 adverts, 980,000 of their visitors are an irrelevance to you. 

Your concern is that your 20,000 ads are seen by the right people. Why should you care about the other 980,000 who won’t see your ads anyway? 

It is easy to be blinded by a website quoting huge visitor numbers. Or by Google, Facebook and Co with their global reach of millions. In banner ads none of that matters, in fact it could prove completely counter productive to your best interests.  

Think about it. If you have a number of banner ads to be served, by example let’s say 20,000 over a month, it does not matter whether the website they are placed on gets 50,000 visitors a month, or 500,000, or 5 million. Your 20,000 banners will be seen by 20,000 visitors. It is as simple as that. 

In fact you could realise that big big numbers are not in your interests at all. Take Facebook as an example. If you are experienced in getting your hands dirty under the surface of Facebook, if you have experience working with their advertising manager, with audience profiling and other advanced targeting tools, there is certainly a good chance you can make your spend more effective. 

Most people and many small and medium sized businesses do not have access to the skills needed to take advantage of advanced tools, and even if they do there are still plenty of unknowns and grey areas that leave you without any real certainty as to whether the adverts you have paid for have been seen by appropriate people.

Continuing the Facebook example, one extremely important gap in the knowledge base relevant to many Ibiza advertisers is how the location of tourists is identified and triggered. Facebook themselves are unclear on the issue. It has taken The Ibizan considerable effort to find out how it works, and the answers are nothing like what would be expected of those handing over their payments to reach Facebook’s users close to their business location. 

We are not picking on Facebook, and despite the above still see it as an often appropriate part of a multi-channel ad campaign. But what Facebook advertising does highlight, as is the same with many of their peers, that where big is presented as being good, what it means in reality is the requirement for advanced skills to get the best return from it, and it being very difficult to know who actually got to see your adverts. 

All other things being equal, your money will be far better spent placing your banner ads where you are confident they publish content that attracts primarily the visitors you want to reach. 

And unless advanced placement metrics are your thing, keep it simple and do not be impressed by pretty but pointless graphics.

The Ibizan cannot offer you the demographic profile by income segmentation or identified brand aspiration goals that are sought by someone ghastly called Nigel in an eco-tech startup on beggingforfunds.com

Amen to that. 

What The Ibizan can do is put your adverts in front of Ibiza people, because that is what we do. that is all we do. 

Ibiza residents, Ibiza workers, Ibiza seasonal visitors. Ibiza businesses and those that do business with Ibiza. Ibiza tourists, tourism organisations and operators, and all those around the world, but mainly Britain, Ireland and Spain, who have a connection with the unique location that is ‘Brand Ibiza’. 

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