BANFF – Online producers should bundle their products with similar partners to increase audiences and take better advantage of advertising, concluded a panel on Monday at the Banff World Television Festival.
The ‘Niche Advertising, Niche Audiences’ session (part of the NextMedia stream) advised participants to build larger and bring more people to its sites and capitalize on higher advertising.
Kijiji Canada head of advertising, Eric Pierni, noted one way his company obtained a bigger following was by following the demographics shown in surveys such as niche opportunities with young mothers. It’s important to look at data and numbers because that’s what entices advertisers, he added.
Kijiji has user-generated content too, and the company has to ensure trust and safety, he said of the service which sells second-hand goods.
One way that GlassBOX Television has managed to grow its brand is by creating a “small CTV. The advertising is there and is fast and flexible online,” stated GlassBOX Television VP of business development, Simon Foster.
If there isn’t a lot of content on the site – and it has to be good – then the online producers might consider advertising on a micro site or look for a sponsorship, said Kristie Painting, VP of sales and marketing for Olive Media.
New content is also a good idea, such as what GlassBOX acquired with the purchase of digital specialty channel travel + escape from CTV. Foster said the company didn’t feel that travel news was being done as well as it could be.
“People who are compassionate and passionate are adapt at monetizing and selling ads, and that’s not going away,” added Proximity Canada senior VP and managing director, Matt Di Paola.
Norma Reveler is covering the 2010 Banff International Television Festival this week.
