You have a blog and you would like to make some money with it, so what is the best way to go about it? Well, at the Type-A mom conference the most valuable piece of advice I came away with was offered up by Robbie Cape, co-founder and CEO of Cozi.com (a free site where you can organize your family life with calendars, lists, etc.). I asked Robbie to share with you the “new wave” of advertising – Integrated Ad Packaging. Below are my questions and his answers, with my addition of the “bottom line.”
What is an Integrated Ad Package?
An integrated ad package (aka a sponsorship) is simply a bundle of value delivered to an advertiser by a media property, where all the components of the value are somehow related to one another. So in the case of a blogger, an integrated ad package might include blog posts, display, guest posts, email outreach, a Twitter or Facebook context, and maybe even some offline event. It is just a package that pulls together a bunch of difference pieces of value that the property can provide in such a way that it makes sense to the advertiser and delivers on some goal that the advertiser has.
Bottom Line - Offer more than a 125 x 125 ad spot
Why use an Integrated Ad Package?
You use an integrated ad package because the advertiser puts more value on it, and therefore, you can sell it for more money. Why? Because it is more likely you will be able to deliver on the goals of the advertiser with an integrated program than by focusing on a single item like “display”. You know the saying about the sum of the parts being more valuable than the individual items on their own. The same goes here. And its because of the synergy between the different parts.
Bottom Line - You can get more money and meet the goals of your sponsor more effectively – win/win
Who is using Integrated Ad Packages?
Integrated ad packages are all over the web. Even the biggest sites (like MSN) have had to start doing them even though they are much more work (i.e. it turns out that the margins are often lower.) They take more man power and require more creativity on the part of the media site. But they are what the advertisers want these days. Cozi did one with Nestle at back to school where we combined a co-brand with content sponsorship with standard ad units, and then also added in some innovative new ad units that had never been done before. If you watch MSN enough, when you see a take-over ad or you see a branding of an entire page for the day, the chances are pretty good that was presented to the client as a integrated ad package with value being delivered across multiple assets and sometimes even multiple modalities (web and mobile.)
Bottom Line – It’s the future of advertising, so just roll with it