One of the things that WebLinkers often talk about with associations when we’re designing and building their websites are banner ads – how they work, what they should cost, and why to even bother with them. Yes, digital advertising is a monster, but by understanding the basics your association can build itself an easy to manage, super profitable non-dues revenue stream.
As someone who used to manage digital ads for five different websites and their mobile apps, one thing I can tell you about the digital advertising industry is that it’s still so fluid. Every day developers are creating new ways to integrate ads into the digital experience – which is great for giving advertisers more options, but difficult for setting industry standards that will stand the test of time.
The good news is, you don’t have to know it all to produce a robust and profitable banner advertising program for your association website! I’ve put together a few basic concepts to help guide your understanding of banner ads, and some packages you can get started with:
Let’s start with some basic definitions:
I know I’m preaching to the choir when I say, this is when it gets confusing. There are a couple of routes you could take – let’s start with the easy one!
If you’ve stuck with me so far – thank you! This part gets a little complicated. It won’t hurt my feelings at all if you decide “You know what, I am going to stick with the easy way” and totally skip it. Or, read on and learn a little!
What’s great about your association website is, it’s a very targeted channel for advertisers. It’s hard to cut through the ad clutter sometimes, but by creating a website that is the authority on your industry or community, and attracting that unique audience, it becomes a more valuable space for advertisers.
Think about it – who visits your website the most? Your members and potential members. A maintenance tool supplier, for example, would have a way better chance of reaching apartment maintenance managers by advertising on your apartment association’s website than any other.
Take a good look at your membership and start thinking about who would want to reach them. That will get you started in a list of potential advertisers, and boy do you have a compelling story to tell them.
Of course, members are potential advertisers too! What do they have going on that needs some attention? Offering your resources and expertise further demonstrates the value of their membership. Consider offering banner advertising at a discounted rate for members.
At the end of the day, the fact of the matter is your website has all this real estate that could be monetized. Don’t leave that non-dues revenue on the table!
As promised, here are some bundles to get you started – but remember, track performance and adjust your offering as necessary!