Internet advertising revenues in the US set a new record of $16.9 billion in 2006, according to the Interactive Advertising Bureau PricewaterhouseCoopers Internet Advertising Revenue Report. That’s a 35% gain over 2005, and the growth has continued this year: It hit another record of $4.9 billion for the first quarter of 2007, according to the most recent IAB/PWC report, a 26% increase over Q1 2006.

In response, publishers increasingly are looking to ad-supported content as their primary revenue driver, adding more content outside their subscription barriers or doing away with premium content entirely. Even The Wall Street Journal, one of the most successful subscription-based businesses on the Web, is reportedly debating whether to drop its premium model and become a fully ad-supported site following Rupert Murdoch’s purchase of the newspaper.

This result has obtained an increase of use of affiliate programs that has made program like Adsense as popular as it is today. They market themselves as an invaluable opportunity for peoples that want to be independent publisher. Taking advantage of them, many popular websites have increased their success using this programs as their primary revenue driver and as model for becoming a fully website free-supported.

Recently, a online publisher MarketingSherpa has asked to five big players in the industry about current metrics and what they’re examining with mobile, video, widgets and user generated content. If you want to check out the Sharpa’s ufficial experts and her eight key questions, just go there and read his article. Instead, I want keep the debate on, and I tried to answer at the 8 questions.

1. Traditional Web metrics, such as page views and impressions, are becoming less relevant thanks to the rise of Flash, AJAX and other Web technologies. What metrics are you using that better indicate the full range of user interactions?

Is true with the new programming languages like Java the page views are becoming less relevant, but I think that however the frequency, quality and amount of content determine in absolute the eventual size in a website and is the first web metrics to follow if you are seeking to make more of your online publishing efforts.

2. Publishers and advertisers are excited by video, games and other interactive content, but do the results justify that interest? Have you seen better clickthrough rates or other metrics for advertising around interactive content?

I’m not too sure if it actually works for everyone , but I don’t think that contextual advertising placed near to video content bring an increase number of click throughs. I think that there are several other solution that can be developed like contextual ads revolves around widget or other tools of communication.

3. Pre-roll advertising is the default technique with online video, but does pre-roll really make the most of online advertising’s interactive potential? Have you tried other ad formats that get a good response for video content?

For who don’t know it, a pre-roll ad is a short ad that plays before your video starts. When a viewer sees the ad, an ad impression has occurred, and you earn money. This option could be the next best thing if the integration is correctly done and However, content producers may disable these ads if they wish. I think that there are several other interesting new video ad formats.

4. User-generated content is popular with consumers and a feature many publishers are using to increase interaction on their sites. Some advertisers are still wary about the quality of that content as a place to display ads. What strategies have you found to deal with concerns about the quality user-generated content?

I think that you applied editorial review to User-created Content you can have a better quality of the content generated by a very significant amount.

5. Widgets, XML, RSS and other technologies have made content more portable than ever. What strategies are you adopting to help generate revenue on content that publishers may not control on their own Web sites anymore?

It’s increasingly important to maintain high visibility and exposure and a rapidly increasing number of content sources. RSS, widget make it simple to cut through the millions of website out there and access to the information.
Also RSS Feeds have a large potential like internet marketing tool
Website like Amazon.com uses feeds to help users keep track of bestseller releases, while Wordpress.org uses feeds to bring news on the latest Wordpress upgrades.

6. The rise of blogs, social networking sites and other online content has led to an explosion of online ad inventory and a potential commoditization of the product. If you can’t compete on volume anymore, what tactics are you using to keep protect the value of your ad inventory or keep advertisers interested in your properties?

Building a successful website it base not only by the volume, but also by the quality of content. I’m not a SEO GURU, I come from trenches like you, but I think that the tactic that work well for me has been focusing on quality. To try to compete on value it’s the just way and is of primary importance to have successfull online.

7. What strategies have you adopted to incorporate mobile in the online advertising mix, and what advertising tactics are delivering the best results?

There are a number of known services that allow to convert your site into something that can be directly viewed on cell phones but they also take care of integrating contextual

8. Looking back over the past six-12 months, is there a particular tactic or model that’s worked especially well for you or a tip you have for publishers and advertisers interested in the online ad market?

Quality of content. Without quality, you missed out on one of better key points and your own online business and your site is never going to be successful. If done right, a website with quality content can drive hundreds or even thousands of new visitors to your site every day but, as you say, this can be a bit intimidating for new folk. You need to convince the millions of web users out there that your blog is worthy of their valuable time.

About MarketingSherpa

MarketingSherpa researches what works in marketing via exclusive Case Studies, surveys, results data analysis and lab tests. MarketingSherpa publishes what it learns so that its 237,000 weekly readers can improve their results and train their teams.

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