What Does Advertorial Placement On A Website Do?
In this fast paced world where online business is the most common, it's important for you to use adverts wisely and in the correct places. There are several key principles you need to consider when placing advertorials - for example: don't place them too close to the product or service you're trying to sell. The product or service description should be enough to explain what it is. Don't overload your advertorial with graphics - make sure you can keep your readers attention with less text.
A recent case study showed how poorly an advertorial was placed may harm its success. A supermarket bought an advertorial for a local alpaca farm, placed it next to the products being sold. The ad was for the sale of 'Arai alpaca socks' and the article discussed the advantages of buying alpaca socks. Three months later, sales had fallen by 20% while the number of queries for the supermarket website had gone up. The ad was therefore ineffective in communicating the message that the company was selling quality alpaca socks. The supermarket's ad agency tried to place the advertorial in the opposite direction, putting it underneath the news article and below the fold.
Other successful placements included in-store display, free on hire and newspaper advertising. For in-store displays, having an advertorial at the front of the store, working from the front to the back or inside the store and across the top of the page worked well. Free on hire work well if the offer is short term (a day or two) and if your target audience uses a smartphone, tablet or laptop to browse for news. Newspaper ads work well from the front to the bottom or inside the page - however, make sure your wording and the layout of the paper ads go with the look and feel of the website.
Adverts that are placed in between articles on the same page of the news article tend to work well. Studies have shown that people read news articles alongside other content, so an advertorial under this situation may well entice customers to click through. Placing three or four adverts on a single page, in line with the other content, also works well. A further idea that works well in newspapers is having one or two advertorials on the first page of the news article, next to the other articles.
For newspapers, placing adverts in the same area as the other content is generally successful. However, using text only adverts is not as effective. Studies have shown that people prefer to see information visually than reading it on a screen. If you use a combination of images and text, you can ensure that your advertorial will be read and, if necessary, follow the link to your website.
If you are thinking about placing adverts in a sports magazine, you may be better off using an adverts page. This will enable you to place adverts at eye level, which increases the chances of the adverts being read. Similarly, adverts placed at the top of a news article will encourage readers to follow the link to your website. People are more likely to remember the adverts placed in the centre of a story and read the article in that way than they are to click on the adverts at the end of the story.
However, adverts placed in the wrong place may actually discourage readers from clicking through to your website. If your adverts are too close to the edges of the content, the reader may be distracted and will more likely just cross the page to continue reading something else. Adverts that are too close to the bottom of the page will also cause distraction. Adverts that are placed in front of text will generally not be read, but may still cause irritation to the reader if they are situated too close to the edge of the text. Therefore, if your aim is for your advertverts to get the maximum exposure, it is better to place them where they are most effective.
Advertorials work best when placed in places that will grab the reader's attention immediately. Adverts should be placed in high traffic areas of websites so that more people will see them. Adverts that are too close to the edges of the site will only result in people passing by your site without ever noticing your adverts. Adverts that are strategically placed in the middle of the page will capture the attention of many people because they will be searching for information regarding your product. It is a good idea to use several different adverts in order to find the ones that are most effective.
A recent case study showed how poorly an advertorial was placed may harm its success. A supermarket bought an advertorial for a local alpaca farm, placed it next to the products being sold. The ad was for the sale of 'Arai alpaca socks' and the article discussed the advantages of buying alpaca socks. Three months later, sales had fallen by 20% while the number of queries for the supermarket website had gone up. The ad was therefore ineffective in communicating the message that the company was selling quality alpaca socks. The supermarket's ad agency tried to place the advertorial in the opposite direction, putting it underneath the news article and below the fold.
Other successful placements included in-store display, free on hire and newspaper advertising. For in-store displays, having an advertorial at the front of the store, working from the front to the back or inside the store and across the top of the page worked well. Free on hire work well if the offer is short term (a day or two) and if your target audience uses a smartphone, tablet or laptop to browse for news. Newspaper ads work well from the front to the bottom or inside the page - however, make sure your wording and the layout of the paper ads go with the look and feel of the website.
Adverts that are placed in between articles on the same page of the news article tend to work well. Studies have shown that people read news articles alongside other content, so an advertorial under this situation may well entice customers to click through. Placing three or four adverts on a single page, in line with the other content, also works well. A further idea that works well in newspapers is having one or two advertorials on the first page of the news article, next to the other articles.
For newspapers, placing adverts in the same area as the other content is generally successful. However, using text only adverts is not as effective. Studies have shown that people prefer to see information visually than reading it on a screen. If you use a combination of images and text, you can ensure that your advertorial will be read and, if necessary, follow the link to your website.
If you are thinking about placing adverts in a sports magazine, you may be better off using an adverts page. This will enable you to place adverts at eye level, which increases the chances of the adverts being read. Similarly, adverts placed at the top of a news article will encourage readers to follow the link to your website. People are more likely to remember the adverts placed in the centre of a story and read the article in that way than they are to click on the adverts at the end of the story.
However, adverts placed in the wrong place may actually discourage readers from clicking through to your website. If your adverts are too close to the edges of the content, the reader may be distracted and will more likely just cross the page to continue reading something else. Adverts that are too close to the bottom of the page will also cause distraction. Adverts that are placed in front of text will generally not be read, but may still cause irritation to the reader if they are situated too close to the edge of the text. Therefore, if your aim is for your advertverts to get the maximum exposure, it is better to place them where they are most effective.
Advertorials work best when placed in places that will grab the reader's attention immediately. Adverts should be placed in high traffic areas of websites so that more people will see them. Adverts that are too close to the edges of the site will only result in people passing by your site without ever noticing your adverts. Adverts that are strategically placed in the middle of the page will capture the attention of many people because they will be searching for information regarding your product. It is a good idea to use several different adverts in order to find the ones that are most effective.
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