Maximizing Incremental Revenue in Advertising

In this conversation, Tom Wall, the commercial director of Influent Media, discusses strategies for identifying and measuring incremental revenue streams for publishers. He emphasizes the importance of maintaining user experience while maximizing revenue through effective partnerships and technology. The conversation also touches on the significance of brand safety in advertising and the need for careful management of publisher relationships.

Takeaways

-Word of mouth and direct communication are valuable for revenue insights.

-Understanding the publisher's needs is crucial for effective partnerships.

-Duration sequencing technology helps generate additional impressions without disruption.

-Maintaining user experience is essential to prevent client churn.

-Brand safety is prioritized by working with the right clients for publishers.

-Incremental revenue should not compromise the user experience.

-Effective revenue strategies involve careful integration of technology.

-Forecasting and delivering extra impressions can boost revenue.

-Managing publisher relationships individually enhances brand safety.

-Advertising is often a secondary revenue stream for many publishers.

Chapters

00:00 Introduction to Incremental Revenue Strategies

02:52 Identifying and Measuring Incremental Revenue

05:57 Effective Strategies for Revenue Generation

09:09 Balancing Revenue with User Experience and Brand Safety