The Rate Card

By Michael de Souza, VP Media

Let's take a look at how three mobile properties share information about their audience with advertisers.

New York Times Mobile

Consistent with the NYT brand's look and feel, the NYT Mobile Rate Card has a clean, crisp look that presents information clearly and succinctly.  It also shares specific advertising opportunities, like for its iPhone and Blackberry apps.

The Conversation Publishers Must Have With Advertisers

By Delynn Ho, VP Sales 

You're a digital media player with a great mobisite and significant traffic. You've built it and they were supposed to come. But where are the premium advertisers, the ones who value your content like you do, as it should be valued?

The advertisers who sign up to your sites don't pay enough. Or maybe you're not attracting any premium advertisers at all.

What should you be doing differently?

As Kok Fung wrote last week, there's a disconnect between publishers and advertisers. It's like they speak different languages. Publishers talk about CPCs, CPDs, CPMs, etc. Media planners want information about age, gender, income, readers' hobbies, shopping habits and more.

As a content publisher, you need to meet the media planners half-way by knowing your audience better and presenting this information clearly in a language that media buyers understand.

Here's how . . .

BuzzCity Tours : Mar & Apr 2012

Unilever - Media Innovation Day. (6 Mar, Ho Chi Minh City)
In 2011, South East Asian markets delivered more than 26% of banner ads served on mobiles globally. In Vietnam, a web & mobile savvy audience drove mobile advertising traffic by 410%. Delynn shares insights into “Catching the Next Wave of Growth” of mobiles in South East Asia and, particularly, in Vietnam.

Death by Data : What Advertisers and Media Planners Need to Know

By Lai Kok Fung, BuzzCity CEO

The internet is likely now the world's largest mass medium with more viewers and broader reach than radio, television and without question magazines and newspapers.

So why is it that advertisers have not whole-heartedly embraced internet ads? Why don't we see branding campaigns all across the mobile internet?

The answer to these questions lies in the numbers . . .

• Media planners traditionally demand demographic and psychographic data that enables them to plan advertising campaigns targeting specific groups of consumers.

• But these measurements are not readily available in the digital world. Instead, digital publishers rely on a completely different set of metrics -- from CPAs and CPCs to CPMs and CPDs -- which often confuse media planners.

So how do we bridge this gap between digital publishers and advertisers?