Ad Value Map

Back in the early 1900’s, John Wanamaker, a successful merchant (and some say, “the father of modern advertising”) was attributed with the famous quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” While we may first chuckle at his wit, this is no laughing matter.  The $3 billion decline in newspaper ad revenues in the last six months is indicative of an industry where advertisers are frustrated by not knowing which half of their advertising dollars are being wasted.

So how can publishers stop the bleeding?  They need to give their advertisers the tools and technology to make informed decisions on ad placements that will reap the most rewards from their advertising investments.  And this is where NewspaperDirect comes in…

NewspaperDirect has developed innovative technology called Ad Value Map which helps advertisers maximize the response to their ads in printed media.   Available to professional subscribers of PressDisplay.com, Ad Value Map shows advertisers which pages in a newspaper are optimal for advertising and which pages they should avoid.  Here’s how it works…

When advertisers place ads in newspapers today, they are concerned with two things beyond the quality of the ad itself:

1. How many people will see the ad on the page (goal: maximize the audience)
2. How much time will people spend reading that page (goal: maximize exposure of the ad to the audience)

NewspaperDirect measures both of these statistics daily for every issue of its publications on PressDisplay.com and the hundreds of privately labelled epapers it hosts for publishers.  It calculates the number of people who looked at a page in a newspaper and combines it with the aggregated amount of time spent on that page by all readers.   Detailed data is collected and presented for every issue of every title, which enables advertisers to make decisions on a daily basis.

Statistics are gathered from millions of readers around the world, including over 1000 libraries and hundreds of thousands of PressDisplay.com epaper readers.  To display the results in a way that is easy to understand, NewspaperDirect uses the front page as a benchmark and assigns a value to each page within the publication as a percentage of the value of the front page.

Advertisers see a visual representation of each page’s value in a newspaper by viewing the color-coded thumbnails of each page, which represent its value relative to the front page.

Ad Value Map has identified some interesting, if not surprising, data.  For example, in many newspapers, the sections that typically capture the attention of readers the most are the editorial pages, cartoons and crossword and Sudoku pages.  The potential for advertising is high on these pages, but traditionally very few ads are presented.  Lost opportunity?  It would appear so…

Also, in tabloids, internal pages often garner a value higher than the front page, due to the high ratio of photos to text on the front cover of the newspaper.  Advertisers probably pay high costs for front page exposure when in fact, the inside scoop may be a better deal.

Ad Value Map expands on NewspaperDirect’s unique Reading Map technology, which uses sophisticated tracking techniques to monitor the exact amount of time readers spend reading a particular location of a digital newspaper, right down to an area roughly the size of a postage stamp.  With this technology, NewspaperDirect is able to identify the most-read pages, most popular articles, highest-viewed pictures and advertisements — all vital pieces of information for understanding readership and ultimately the value of specific sections and pages to advertisers.

With Ad Value Map, Wanamaker’s mystery is solved – we can now show advertisers where and when to place their ads in printed media to maximize the return on their advertising investments.

Check out this short video that demonstrates Ad Value Map:

For more information on Ad Value Map, please contact
digital@newspaperdirect.com

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