Types of Publishers

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Within online marketing there are many publishers types. Below you can see a breakdown of the types of publishers, strengths and tips to engage them.

Contents

Publisher Types

Voucher code directories

Websites that list voucher codes / promotions for shoppers to gain a code and receive a discount on the advertisers site.

Strengths:

  • High Volume
  • Single Use Codes
  • Mobile Only codes
  • Emails
  • Research
  • Loyal Base
  • Brand Awareness
  • New Customer Acquisition
  • Increased AOV

Tips on how to engage:

  • Exclusive Codes
  • Multichannel
  • Latest Offers
  • PPC
  • Content

Cashback & loyalty sites

Cashback and loyalty sites use the commission awarded to them by an advertiser and give a percentage back to their users as cash or in the form of redeemable points.

Strengths:

  • High Volume
  • Loyal Base
  • Reassuring Environment
  • Increased AOV
  • Brand Awareness
  • New Customer Acquisition

Tips on how to engage:

  • Strong Validation
  • Exclusives
  • Budget
  • Tenancies
  • Voucher Codes

Corporate intranet portals

Corporate intranet portals allow companies to provide offers and benefits to staff. Typically through these employees can gain access to exclusive voucher codes/ promotions, earn redeemable points / cash.

Strengths:

  • High Volume
  • Emails
  • Loyal Base
  • Reassuring Environment
  • Increased AOV

Tips on how to engage:

  • Exclusive Codes / Commission
  • Latest Offers
  • Content
  • Budget
  • Tenancies

Content sites & blogs

Content sites and blog are websites focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. They have highly engaged audiences and can be extremely influential in a purchase decision.

Strengths:

  • Highly Engaged
  • Customer Research
  • Niche
  • Brand Awareness
  • Influential
  • Professional Editorial Content

Tips on how to engage:

  • Relevant (paid) content
  • Tenancies
  • Top Sellers
  • Samples
  • Product Led Information

Comparison engine

A comparison engine is a website that shoppers use to filter and compare products based on price, features, reviews and other criteria.

Strengths:

  • Price Competitive
  • Product Range
  • Hybrids
  • Research
  • Trusted by consumers

Tips on how to engage:

  • Product Feed
  • CPC model
  • PPC
  • Highlight market leading products / pricing

Communities & UGC

An online shopping community where shoppers can share advice / information within discussion forums and also access deals, discounts, freebies.

Strengths:

  • Highly Engaged
  • Customer Research
  • Niche
  • Brand Awareness
  • Loyal Base

Tips on how to engage:

  • Exclusive Codes
  • Latest Offers
  • Content
  • Budget
  • Tenancies

Sub networks

A subnetwork is a content monetisation platform for online publishers (including editorial sites, forums, bloggers, social networks, and app developers) that specialises in in-text, contextual advertising.

Strengths:

  • Target by sector / publisher type
  • Niche
  • Influential

Tips on how to engage:

  • Exclusive Codes
  • Latest Offers
  • Budget
  • Tenancies

E-mail marketing

Email marketing allows advertisers to target shoppers through electronic mail (email).

Strengths:

  • Niche Targeting
  • Trend Analysis
  • Mobile Targeting
  • CPA
  • Multi-Creative
  • Highly Targeted
  • Large Reach

Tips on how to engage:

  • Creative
  • Limited Time Offer
  • Customer Insight
  • Strong Offers
  • Easy User Journey

Social

Social publishers use a dedicated website or other application which enables users to communicate with each other by posting information, comments, messages, images, etc. Popular social networks used: Facebook, Twitter, Instagram, YouTube.

Strengths:

  • Highly Engaged
  • Niche
  • Brand Awareness
  • Influential

Tips on how to engage:

  • Relevant (paid) content
  • Tenancies
  • Top Sellers
  • Samples
  • Product Led Information

Technology Partners: Retargeting | Remarketing

Retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions by displaying as placements and display ads.

Remarketing allows advertisers to run shopping cart abandonment email campaigns, upsells / cross sell emails and lifecycle marketing emails.

Strengths:

  • No Risk to Retailer
  • Multi Creative
  • Visibility of High Traffic Pages
  • Measurable Display
  • CPA Model

Tips on how to engage:

  • Post View
  • Latest Tracking
  • Conversion Rate
  • Creative


Shopping portal & directories

A shopping portal / directory is an online destination for shoppers to access information about advertisers.

Strengths:

  • Brand Awareness
  • Emails
  • Research

Tips on how to engage:

  • Exclusive Codes
  • Multichannel
  • Latest Offers
  • Content
  • Budget
  • Tenancies

Search

Search publishers advertise within the sponsored listings of a search engine or a partner site by featuring an advertiser within the ad. They identify obvious opportunities and spot gaps within merchants’ current activity which can be explored. This activity is referred to as PPC (Pay Per Click) due to the pricing model that the search engines use.

Strengths:

  • Increase Online Brand Exposure
  • CPA
  • Good Impact on SEO

Tips on how to engage:

  • Budget

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Advertisers Recruiting Publishers

Now that you are up to date with all the publisher types you may want to start recruiting specific publisher types to your program. Within Awin UI we have two tools you can use:

Publisher Directory

The Publisher Directory allows advertisers to browse existing publishers on the network and introduce themselves. Initially the directory includes all publishers who have a 100% complete Profile, to view all publishers select "Include publishers with incomplete profiles".

Opportunity Marketplace

Simply browse the opportunities available and once a suitable publisher is found click through to see their profile page. On the profile page there is a button on the left to Invite Publisher. This allows you to write a personal message if you so choose. The publisher will get the request and can then act accordingly.

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