Online Branding Campaigns tell an Audience about your Product

Many online marketers believe that the only metric to measure the success of an online campaign is the click through rate. This can certainly be true for advertising campaigns which need to take viewers to their website or landing page to engage with them, i.e. download a coupon or register for updates. But click through rate isn’t the only metric for measuring the success of an online advertising campaign.

Online Branding Campaigns tell the audience about a product as well as how they can buy the product and are in many ways very similar to a traditional print, radio or TV campaign. The key concept in running an online branding campaign for your food, wine or beer brand is that if you put a positive message about your company in front of enough people for enough time, they will think about your company when they’re ready to buy.

Online Branding Campaigns especially suit products in the FMCG (fast moving consumer goods) space like beverages, groceries, tea/coffee, frozen products, spreads, cereals, pasta and kitchen cleaners to name just a few. In just a few frames of a flash advertisement you’ll need to get across the unique selling point of your product, which could be that it’s cholesterol free, organic or even easy to prepare. You’ll also need to mention where you can purchase the product.

What’s the ultimate metric for successful online branding campaigns ?

So what’s the ultimate metric for a successful online branding campaigns ? That’s easy. Brand Lift.

You’ve got your targets to make, so why not undertake a wide reaching online branding campaigns for your food, wine or beer brand.

Online Branding Campaigns is a blog post from Gourmet Ads Food Advertising network, providing Display Advertising , Video Advertising and Supermarket Advertising solutions to reach the Grocery Buyer online.

Mid-Tail Publisher sites are Premium Niche Site which produces great content

A while ago we talked about Mid Tail Advertising and we specifically talked about the audience makeup and why it is important to reach these highly engaged audiences. The Mid Tail Advertising blog has stayed in the top ten blogs since we published it.

However the team at Gourmet Ads are still frequently asked by advertisers and advertising agencies, what is a mid-tail publisher site? With that in mind I thought we’d discuss that in detail and delve a little deeper and talk about what we look for when searching for sites to join the network.

So what’s a Mid-tail Publisher ? It’s a premium niche site which produces great content. So in the food space think of food blogs, food video sites, niche recipe websites and even web 2.0 applications like a recipe application for your iPhone. Some of the food sites in Gourmet Ads network are just about a particular topic like baking or cuisine like Mexican. They have dedicated and active audiences which participate in the conversation.

Many sites in the Mid-tail that Gourmet Ads represent have a cult like following with audiences visiting regularly throughout the month to read new content or participate. Some even attract users multiple times per day and bring them back by using site features such as RSS to deliver new content throughout the day.

So what does Gourmet Ads look for in Mid-tail publisher? Well from our perspective, a mid-tail publisher site is assessed from 4 separate directions, these being; Branding, Audience, Traffic and Content.

Branding
Does the website have a brand? Is it recognizable? Is there are personality behind the brand? Does it ad value to the entire Gourmet Ads network? Well it continue to grow?

Audience
It’s important that the sites which are part of network have a consistent audience to the rest of our network. We typically reach Women aged 27 -55 years old and are considered the main household grocery buyer. Does this audience fit our overall audience makeup?

Traffic
Using a variety of tools we look at metrics from Google PageRank to Alexa, through to Quantcast and even the website itself to identify possible traffic volumes. We look for sites that are doing between page views between 50k to 10 million pages per month. However if the website or blog is quality they need to be doing just 5k in pages a month.

Content
Is the site producing quality content? Is it original and unique? Would our clients like to advertise beside the content? Other things we look for is Email Newsletter as well as a strong RSS audience (ie Feed Burner Metrics).

The advantages of advertising on a Mid-tail Publisher site:

• Highly engaged audiences
• Sites are frequently visited
• Many sites have a cult like following
• Inexpensive CPM rates compared to large portals
• Audiences range from 50k to 10 million pages per month

What is a Mid-Tail Publisher site? is a blog post from Gourmet Ads Food Advertising network, providing Display Advertising , Video Advertising and Supermarket Advertising solutions to reach the Grocery Buyer online.

Online Advertising can Increase Cooking Magazine Subscriptions

While in New York recently I walked into Hudson News and was amazed to see all the major food and cooking magazines were half the size they were 12 – 18 months ago. All of them Gourmet, Food and Wine, Bon Appetit and Savuer were all smaller. This trend isn’t limited to just American cooking magazines, walk into any newsagent anywhere in the world and the chances are the size of the magazines are reduced.

The reason is simple, print advertising is dramatically down because of the economy and there isn’t the return on investment compared to online advertising. So the publishers of cooking magazines need to increase magazine subscriptions to survive. Sure cooking magazines can go back to past subscribers with offers to renew their favorite monthly cooking magazine, but that’s really only a smaller percentage of the total readership. The growth has to be to find new consumers to become subscribers and a great place is advertising on food blogs and recipes websites on the internet.

Gourmet Ads global advertising network allows Cooking Magazine publishers the ability to reach a new target market of possible subscribers, quickly and cost effectively. It’s all about performance and we have a variety of advertising models available to suit any budget. We can also run different campaigns concurrently to promote different cooking magazines and drive subscriptions. Add to this our advanced campaign targeting options allow you to reach new international markets quickly.

Its important to note that it isn’t just cooking magazines which would perform well in the Gourmet Ads vertical network, as the majority of our audience is female from 27 -55 any women’s magazine would also be ideal.  Our audience is highly educated and does spend on kitchen appliances, cookbooks and premium wine.

Some campaign ideas on how to Increasing Cooking Magazine Subscriptions include;

• Value Add campaigns, i.e. Subscribe to this and get this magazine free
• Targeted subscription campaigns aimed at international subscribers
• Reduced annual subscriptions prices
• 1 month trial subscriptions

If you’d like more information how Gourmet Ads can help Increasing your Cooking Magazine Subscriptions, then Contact Us.

Increasing Cooking Magazine Subscriptions is a blog post from Gourmet Ads Food Advertising network, providing Display Advertising , Video Advertising and Supermarket Advertising solutions to reach the Grocery Buyer online.

With campaign performance and return on investment high on our focus for advertisers, we’ve today removed two publishers (a blog and a website) that just haven’t been performing for our advertisers. It might sound peculiar for an advertising network to remove sites, but we felt it was in the best interest for all our advertisers.

It isn’t unusual for Gourmet Ads to remove sites from a campaign because they are not performing. In fact that’s the way we optimize campaigns by removing either an ad unit from a campaign or a publisher from a campaign. However this is the first time we’ve decided to systematically remove publishers from the Gourmet Ads network.

In the current economic climate, many advertisers are now looking for a combination of both branding and performance campaigns. With this in mind, it’s not only important for us to provide a relevant vertical in the food or wine space, but a platform that is geared for return on investment.

Removing Websites is a blog post from Gourmet Ads Food Advertising network, providing Display Advertising , Video Advertising and Supermarket Advertising solutions to reach the Grocery Buyer online.