Every marketer is dealing with the issue of consumers not wanting ads but brands wanting more ads. What’s a marketer to do? Well, Dutch football magazine publisher, Voetbal International, cut back over a third of their site impressions to ensure fewer, but higher quality ads on their site.
Despite a rough first few months, the magazine has seen great success. They have discovered that brands are willing to pay more for higher quality ads, even if they do receive fewer impressions. In addition, the publisher has seen a revenue increase directly resulting from this experiment.