The Ad Exchange Program at ExchangeMyAd.com is set up so that business owners around the world can help to provide relevant advertising space to each other and keep businesses running in a difficult and uncertain time. I am a business owner and understand how difficult it can be to adapt to a changing environment. Advertising, in particular, is a sore spot. Try as I might to watch the ROI on various campaigns for different businesses and make prudent decisions in good times, I am extra careful, cautious, and analytical during difficult times. Advertising mistakes just seem extra costly when the margins are thinner; on the other hand, I know that to keep the business going I have to keep in front of my customers!
Some conversations with friends and associates led me to help create ExchangeMyAd.com where we can do our part to help the business community. There are some challenges in making an exchange of advertising fair and effective. First, online advertising that is based on “impressions” is begging to be wrought with fraud (especially in tough times). Second, “clicks” aren’t a fair way to exchange–one “click” to one company may be worth a lot more, and the percentage of clicks varies on so many factors. Third, you have to be able reach your target audience.
The first and second issues were dealt with through an arrangement with RealVu Technologies, www.realvu.net. They have a patented technology that tracks when an ad comes into view on a person’s browser. Tracking “views” facilitates a fair method to allow an exchange of advertising. In addition, the reporting tool allows you to to actually compare impressions, views, clicks, videos watched, along with a whole host of other information that is useful for honing in your campaigns.
The third issue will be dealt with in time, which is why we are currently in beta. The more websites that are exchanging ads, the better for everyone. Even tiny sites are great, ones that wouldn’t normally be able to get advertisers, because when they are all aggregated it creates volume in even very niche markets. Additionally, there are plans for local businesses to be able to target local customers (geotargeting).
The greatest thing about the Ad Exchange Program is that I test out new messages, promotions, graphics, and videos until I find something that works. I know the ROI, before I spend any money on additional advertising! Crazy. I will spend money on advertising all day long under those circumstances!
I am excited to have launched this platform for exchanging advertising, and for the future planned developments. I am sure that there will be bumps along the way, and I thank you for your patience as we deal with them. I appreciate your participation in the Ad Exchange Program and welcome feedback.
Technorati Tags: ad exchange program, business community, exchangemyad.com, impressions, patented technology
