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LEGAL FORMS BLOG

July 29, 2015

Online Advertising: Why Advertisers and Publishers Are Partners

Filed under: Agreements and Contracts — Tags: , , — Aric Mitchell @ 3:51 am

social media at workWhether you are an advertiser or a publisher, advertising is one of the cornerstones of the web when it comes to getting the word out about what you have to offer or monetizing the platform that you’ve worked to build. From a product creator perspective, you’re having to compete with billions of other people globally to stand out and find customers. Form a publisher perspective, you are competing with tons of free content for readership, and it’s hard to do that by charging your readers a premium. For your platform to sustain itself, revenue is essential and advertising is one of the least invasive ways of getting it. But before you venture into this territory, there are some things that you should know.

As an Advertiser…

You are in a position of advantage because the web allows you to track your successes and failures. If advertising online isn’t getting you the results that you want, then you will know it after a short amount of time, and you’ll be able to reverse course more quickly. Conversely, positive results are also reflected. You can track what is working for you and do more of it.

As a Publisher…

If you’ve put a lot of effort in to building your audience with compelling audio, video, and/or textual content, you can use the following you’ve built to attract premium advertisers. Traffic talks, and if a company thinks that they can get their message in front of an engaged audience like yours, they’re going to spare little expense in doing so. You also get to control how that advertising is presented, and this is an area that you should give serious consideration to because you want to maximize earnings without creating a clunky and invasive reader experience. With advertising that is too invasive, you may be able to charge more but you won’t be able to for long if readers start leaving your site in droves. And that brings us to the last thing you should know.

As Partners…

Advertisers and publishers are truly partners in the audience experience. Advertisers want to get their products and services in front of engaged persons, who are willing to buy. They want high conversion rates. Publishers should want this, too, because an advertiser, who gets results on their platform, will be more likely to continue advertising there for the long haul. Also, if the readership is responding well to advertisers, then they are getting value out of that relationship and it is the publisher, who is making it possible. This further deepens the bond of trust between publisher and audience.

In Summary

When advertisers and publishers focus mutually on giving each other value, the relationship is only destined to grow and to benefit the audience or readership as well. If you are unsure of how to enter in to one of these agreements in a manner that is fair, legal, and equitable to both parties, we’ve got you covered. EasyAgreements offers online advertising contracts to get you started today.

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