Performancing.com is a well established company that is building their ad network as we speak. They’ve already signed up several hundred bloggers, and advertisers. They have a refreshingly different approach to advertising – the advertisers pick the sites they want to advertise on, and the bloggers / publishers pick the ads they want to run.
The new network is called the Performancing Partners network.
Publisher Goals
As a publisher, Tyner Blain has one main goal
- 1. Build a community around software product success.
To achieve this, we do a lot of different things – we cover important topics, create original content, start discussions with the experts who are writing great stuff, and help people find great products or services that help them do their job better. We also try and write both for people new to the domain, and help push the envelope to extend the domain.
Joining the new network will help us provide / control the product and services ads that show up on Tyner Blain.
Advertiser Goals
Advertisers have two main goals:
- 2. Reach the right audience with a targeted message for that audience.
- 3. Manage the costs of customer acquisition (and by implication, manage the cost of advertising)
Performancing Partners Addresses These Goals
We’ve had reasonably good success with contextual ads – they seem to generally provide links to suppliers of related products and services, but many advertisers are companies we have not heard of. And with hundreds of articles in our archives, we can’t monitor and inspect every supplier.
Goal # 1: As a publisher, Tyner Blain will only show ads that are pre-approved. This gives us quality control, and allows us to make sure that only advertisements that would benefit our readers will be displayed. With a consistent ad placement in the sidebar, our readers can easily say “not interested” by “not looking” – without disrupting the flow of articles. This choice actually reduces revenue for us, but our primary goal is community – advertising just helps cover our costs.
Goal # 2: Advertisers will select specific blogs on which they would like to show their ads. Instead of defining keywords, and hoping that their promotions will be displayed to their target audience (based on article content), the advertiser will select a publisher and request that their ads be displayed. This is perfect control for a site like Tyner Blain – where we have a consistent and loyal audience, in a targeted niche.
An added benefit for advertisers – Tyner Blain will be showing their ad in the sidebar, which means that for the month that it is displayed, it will appear on every page. Advertisers don’t have to predict and compete for “high traffic” pages on the site, or worry about ads being “clicked out” and disappearing as soon as their budget is gone – the ad will appear for the entire month, for the entire site.
Goal #3: Advertisers can control costs with a flat monthly fee – instead of paying per impression or per click. This completely eliminates the incentive for bad people to game the system, increasing advertiser confidence that the generated leads are credible. It also allows for perfect forecasting and complete control of advertising spending. Performancing also has a completely transparent pricing and payment policy – no secrets for anyone.
Conclusion
- This new network is good for Tyner Blain’s readers, because we will be able to improve the quality of ads that show up on the blog.
- This new network is good for Tyner Blain’s current advertisers because they can target and manage their advertising spending more effectively.
- This new network is good for potential new advertisers, who want to get their message out to a select audience – and we have one!
Signing Up
Advertisers that want to join the Performancing Partners network can get more info or sign up easily.
Publishers can join the Performancing Partners network too. Read for more info, or to sign up in a minute or two.[Update: faq]
Disclosure: If you sign up via a link from Tyner Blain, Performancing will pay us a 5% referral fee at no cost to you. If you don’t want to do that, just manually navigate to their site.
