🤝Join our bi-weekly SMB Advertising Sales Briefing for Newspaper Executives for free!

Receive industry trends, sales hacks, best practises, sales materials from other publishers, advertising benchmarks and inspiration for new sales products and tactics directly into your inbox.
100% focussed on digital advertising sales for publishers.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

💡1.000s of newspaper executives already joined

January 12, 2024
5 min read

Combining Display Advertising and SEO for better Advertising Sales Results

Welcome to today's exploration of innovative digital advertising strategies! I'm Christian from Smartico, and I'm excited to share with you how a Canadian publisher from Ontario is revolutionizing the way they approach display advertising by infusing it with the power of SEO. Let's unravel the secret to their success and illustrate how this nifty integration can become a game-changer in the publishing industry.

Christian Scherbel
LInkedIn Logo

An Intriguing Twist on Display Advertising

Highlander, a monthly news publisher, showcases a genius method of converting print ads into digital gold. As you land on their homepage, you're greeted by a dynamic banderole of Smart Ads weaving through the latest regional news.

These aren't just any ads; they're the digital extensions of their print advertisements, achieving a ubiquitous online presence. By simply clicking on an ad, users are whisked away to an 'instant landing page'.

Instant landing pages—similar to Facebook's Instant Experience—are fast-loading, full-screen experiences that open after clicking an ad. They can include images, videos, and clear calls-to-action (CTAs).

Consider the example of a carpet store ad. The original print advertisement is transformed into a digital banner that not only creates an instant user experience but also provides a measurable impact, such as tracking time spent on the page.

A Leap Towards Subscription Revenue with Advertisers

Selling ad impressions and clicks can sometimes be a hard sell for sales reps. The publisher's team looked to enhance their product's appeal to advertisers. Their solution? Introducing an online marketplace.

Accessible via the site's navigation, the marketplace features all banderol advertisers organized neatly, searchable by category or vendor name. What's more, it's also highlighted on the homepage and article pages—visible and valuable real estate.

Advertisers are offered not just prime positioning in the banderole for a month but also enduring exposure in the SEO-friendly marketplace, indexed and discoverable on Google.

The SEO Advantage

One might ask, what truly makes this marketplace shine?

"By assuring advertisers a consistent presence on Google, the marketplace initiative captivates those more interested in SEO's lasting impact than the temporary buzz of display ads."

As a monthly publication, ads in the banderole and marketplace appear for a designated period. However, SEO benefits become significant over time, encouraging advertisers to commit to longer plans—think three, six months, or more.

Crafting Subscription Success

Ad presence in the marketplace converts temporary advertisers into steadfast subscribers. The moment an advertiser's slot expires, they risk losing the accrued SEO benefits—a powerful motivator for subscription renewal.

Here's the clincher: SEO isn't about quantity. It's about quality—and being found on prominent sources like the Highlander is priceless for local vendors. These well-positioned listings capture customers deep in the decision-making funnel, which translates to higher value leads.

A Full-Service Package with Measurable Results

The publisher wraps this ingenious strategy with well-executed reporting. Employing Smartico dashboards, they provide comprehensive insights into ad performance:

  • Ad impressions
  • Click rates
  • Dwell times
  • Total reach

Prices remain competitive. A display ad sold for $99 might come with a 40% increase in online reach, a bargain considering the price isn't hiked by the same ratio.

A Success Story with Sustained Impact

What we're witnessing is a transformation of advertising into a sustainable, long-term revenue stream. Through this integrated approach, even rural advertisers are converted into loyal subscribers.

Final Thoughts

This isn't just a fleeting success—it's a compelling story of how print advertisers can realize the potential of digital mediums, leading to enduring growth and prosperity for both publishers and advertisers.

If this peek into a digital advertising revolution has piqued your interest, I'd be thrilled to share more details, including demos and data insights. Reach out to me for an engaging discussion that could redefine your advertising strategies.

Share this post

Subscribe to our blog!

Thank you – we added you to our Smart Insights newsletter.
Oops! Something went wrong while submitting the form.
Get more digital ad revenues with SMB clients - Book your Free DemoGrow your business with Smart Ads - Book your Free Demo

Start now! It’s easy

Get your free Smart Ad

Upload failed. Max size for files is 10 MB.
Thanks for your request – we deliver your demo ad within 24 hours!
Oops! Something went wrong while submitting the form.

Build Great Banner Ads + Landing Pages at Scale Now!

A link to your advertiser’s website, social media post, Google My Business Profile or print ad is all it takes to get your Free Demo Ad within 24 hours.

Get more digital ad revenues with SMB clients - Book your Free Demo

Free Smart Ad demo for everyone!

Please use your official agency or publisher email address and not @gmail.com or similar.
Upload failed. Max size for files is 10 MB.
Thanks for your request – we deliver your demo ad within 24 hours!
Oops! Something went wrong while submitting the form.
Consent Management
We use cookies and other/similar technologies (together: cookies) on our website. Some of them are essential, while others help us improve this website and your experience.
These items are required to enable basic website functionality.
These items are used to deliver advertising that is more relevant to you and your interests. They may also be used to limit the number of times you see an advertisement and measure the effectiveness of advertising campaigns. Advertising networks usually place them with the website operator’s permission.
These items allow the website to remember choices you make (such as your user name, language, or the region you are in) and provide enhanced, more personal features. For example, a website may provide you with local weather reports or traffic news by storing data about your current location.
These items help the website operator understand how its website performs, how visitors interact with the site, and whether there may be technical issues. This storage type usually doesn’t collect information that identifies a visitor.