5 Benefits of Webserts
3. Find Qualified Web Buyers
You want to find your target audience where it lives, and for many segments that is increasingly the online channel. "If they're thinking of Internet buyers ... they know that they're getting that target," Stanton says. Since the up-front costs are so low, he sees many marketers tailoring their landing pages to the websert prospect. "It winds up increasing that implied endorsement between the two companies, and if that happens it's a successful piece," Stanton says.
Stanton advises websert marketers not to be blinded by the online component of the customer base and to look for the same affinities that align two companies in a successful print insert program. "They [should] look at a lot of the same demographics that they would if they were going to place an insert ... those affinities wind up really being more important than the fact that they're an Internet buyer," he says.
4. Websert Programs Owners Benefit, Too
The websert employs unused space on online communications to generate what Stanton calls "free revenue." That's why program owners are warming up to the idea of allowing third-party ads on their sites. "People were protective of their brand identity and things associated with their site. Now they're a little bit more open," Stanton says.
"Consumers have been conditioned to seeing advertising in new and unusual places," Savanstano says. And he points out the fact that webserts are exhibited after the sale and are not detrimental to the list owner or the consumer.
Additionally, the program owner gains a larger awareness of who its target audience is. "It might give them some ideas about a number of product offerings they might want to add depending on who that insert advertiser is," Stanton explains.
5. Success Begets Success
When planning the pricing, placement and distribution of a websert, it benefits both parties to honestly serve the best interests of the advertiser. The more successful the websert, the more revenue the host makes. And with a limit to the number of ads available in a program increasing competition, only successful relationships will perpetuate. According to Stanton, the most effective place for a websert is on the confirmation page, near the total order cost and above the fold. "If they [advertisers] have to report sales back to the site owner, and if the space is really valuable to them, they're going to report a number that is accurate or at least very competitive with something else that might be vying for that space," Stanton says. That also means that the owner must keep testing competitive ads in its program to see if new offers can beat the controls.