Gasta Tech News: Online Media Shift gears up.

By Robert Moskowitz part 1.
March 24, 2009
Consumers of offline media are shifting to online media by the millions. And while advertisers' dollars are following them, publishers have not yet figured out how to generate the same levels of revenue from online advertising as they traditionally have from offline.
According to Michael Hirschorn, for example, writing in the January/February issue of The Atlantic magazine, "Already, most readers of The [New York] Times are consuming it online. The Web site… boasted an impressive 20 million unique users for the month of October… The print product, meanwhile, is sold to a mere million readers a day and dropping….
"The conundrum, of course, is that those 1 million print readers … are worth about five figures a page to advertisers, [and] are far more profitable than the 20 million unique Web users, who… could support only 20 percent of the [newspaper's] current staff…"
A canary in a coal mine, the nation's "paper of record" is thus struggling financially, another victim of an economic atmosphere that grows increasingly unable to keep today's print publications alive.
Since they depend very heavily on such publishers to reach their prospects, it's important for advertisers to understand why access to 20 million online readers yields only 20 percent of the revenue commanded by access to one million print readers.
The commonly held view is that online avails are heavily underpriced, providing extraordinary ROI that is totally unreflected in the rate card.
"While I understand where you are going with this argument," says Matt Spiegel, CEO, Omnicom Media Group Digital, "it isn't that straightforward. First, most of the time, the online and offline versions of the ads are not truly that similar. Second, calculating ROI isn't as simple for traditional channels like print."
Ted Ellet, SVP, group media director, at DraftFCB in New York, an agency offering creative, accountable marketing programs, suggests that, "The reasons why you might be doing something online vs. offline are so different that it's not necessarily fair to compare the ad prices. There are many different possible explanations for why prices might not be equivalent."
"It's not a black and white situation," confirms Seb Maitra, SVP of media, analytics, search, in the Boston office of Hill Holliday, a national communications agency. "If you just compare CPMs for online display ads to TV or radio ads, you can make the argument [about price imbalances] from a CPM standpoint. But look at the content and real estate you get: A 30-second TV spot allows you to tell your story in a much richer way.
"Sure, offline is probably priced on the high side," Maitra acknowledges, "but I wouldn't necessarily say that's true, carte blanche. Think about outdoor ads. Depending on the location, your noticeability, particularly on a highway, is about 2 seconds, which is about the same time span as a display ad on a web page. And the CPMs are also very comparable."
Online ad salespeople talk about engagement, but there's also distraction. A full-page ad or a page-dominant ad grabs a huge amount of mind share. In contrast, a web page contains many distractions: embedded links, active graphics, scrolling text, video, and more. Your online ad fights for attention in ways your offline ad simply does not.
And there are other differences that can justify discrepancies in relative pricing…
A branding ad, for example, doesn't require measuring the number of people who see it. The mere fact that you have a quarter-page ad on the Op/Ed page of Friday's New York Times is huge. It's enough to attract many of the people who are important to you. When advertisers think beyond reach/frequency/eyeballs to focus on their desired outcomes with specific target audiences, the argument that online is so trackable begins to lose force, particularly in light of current cable TV experiments with similarly specific ad targeting. Savvy advertisers know it's more important to figure out the relative contribution of each ad in a series that nudges prospects toward a purchase. Just knowing an ad has been delivered to a computer is a sub-par argument these days.
In addition, there is relatively little competition for specific audiences in the print world. How many other offline availabilities deliver the same audience as the Wall Street Journal, the New York Times, or TV's "The Oprah Winfrey Show"? In the online world, however, there may be literally thousands of websites all delivering the very demographic you seek.

Online Marketing in Belfast: Surfni.com

When you want to market online in Belfast, the best place to start is with Gasta.com Most People in Belfast will start an online search campaign with Gasta.com because of its price efficient keywords.
Gasta also owns and controls two very popular websites for West Belfast Surfni.com and Andersonstown.com. As well as this, for Northern Ireland online marketing in general Gasta is the best place to start as they own and control most of the domains for major cities and Key Property websites.
A well established player in European, US, and Asian search, The Gasta.com search engine network currently consists of 450+ Domains, is translated into six languages, offers a contextualised ad system, powerful SEO options, keyword management tools, and full service administration to create, launch, and quickly deploy new search engines in emerging markets and geographical regions as needed.

Gasta has created a very easy to use back-end admin system that is designed for non technical use, within the admin you can add new keywords, manage ad campaigns, replicate advertising codes, and launch new search index's and directories in minutes, Gasta has developed its own text based contextualised ad system, InstantAds™ and the keyword direct hit service SearchMatch™ allowing users to buy targeted keywords for the geographic region they do business in. As well as this there are many seo options including InstantLinks™ the free link exchange system that publishes the main directory.
Gasta Links in Northern Ireland


southbelfast.com

ardglass.com


cathedralquarter.com

derrycity.net

doire.com


eastbelfast.net

andersonstown.net
andytown.com

andytown.net

andytown.org
andytownonline.com



jordanstown.com



Gasta.ie






cathedralquarter.com


eastbelfast.net
glencolin.com


lisburncity.net

lisburnroad.com

maloneroad.com


southbelfast.com

stranmillis.com
westbelfast.com

westbelfast.net

westbelfast.org
westbelfastonline.com
glengormley.net

jordanstown.com
ukproperty.net
penthousebelfast.com

penthousedocklands.com

penthousedublin.com
penthouselondon.com

propertybelfast.com
propertyarmagh.com
dublinproperty.com
andersonstown.com
andersonstown.net
andytown.com
andytown.net
andytown.org
andytownonline.com

aughnacloy.com
baldoyle.com

ballinteer.com

ballyboden.com
ballycastle.net

ballyclare.net

ballyfermot.net
ballygomartin.com

ballykelly.com

ballyhackamore.com
ballymaccaret.com

ballymena.org

ballymun.net
ballymoney.net

ballymurphy.com

ballynafeigh.com
ballynahinch.org

ballysillan.com

banbridge.org
beechmount.com

belfastcitycentre.com

belfastlaganside.com
belfastnireland.com

belfastonline.com

belfastonline.net
belfastproperty.com

belfastwest.com

bellaghy.com
bellvue.net

belvoir.net

bessbrook.net
bogmeadows.com

booterstown.net
botanic.net

botanicavenue.com

boucherroad.com
braniel.com



carnlough.net
carrickfergus.net

carrickmineswoods.com

carryduff.net
castlecourtbelfast.com

castledawson.net

castlederg.org
castlejunction.com

castlereagh.net

castlewellan.net
cathedralquarter.net

cathedralway.com

cavehill.net
chapelizod.net

churchtown.org

clarendondock.com
cliftonville.net

clonard.net

clonskeagh.com
cloona.com

coalisland.net

colerainetown.com
comber.net

cookstown.org

coolnasilla.com


cornmarket.com

craigavad.com
crawfordsburn.com

cregagh.com

cromacwood.com
crumlin.net

cullybackey.com

cultra.net
cushendall.net

cushendun.net

dalkey.org
danesfort.com

dartry.com

dartry.net
deansgrange.net

deramore.com

dermotthill.com
derryvolgie.com

doire.net

dollymount.com
dolphinsbarn.com

donaghadee.net

donnybrook.net
donnycarney.com

downpatrick.net

downtownbelfast.com
draperstown.net

drimnagh.com

dromore.net
duncrue.com
dundonald.net

dungannon.net

dungiven.net
dunlaoghaire.org

dunmurry.net


edenmore.net




finaghy.com

finglas.net

firhouse.net
fivemiletown.net

forestside.com

foxrock.net
foyleside.com

fruithill.net

garvaghy.net
gilnahirk.com

glasnevin.net

glenavy.net
glenbryn.com

glengoland.com

glensofantrim.net
goatstown.com

gortnamona.com

gransha.com
greatvictoriastreet.com

greenisland.net

groomsport.com
hannahstown.com

hawthornglen.com

helensbay.com
highstreetbelfast.com

hillhead.net

howth.net
inchicore.com

irishtown.net

irvinestown.com
islandbridge.net

jordanstown.net

kilbarrack.com
kilbrook.com

kilkeel.net

killester.net
killiney.net

kilmainham.com

kilmore.net
kimmage.com

knockbreda.com

knockdene.com
knocknagoney.com

ladybrook.com

laganside.net
lagansidebelfast.com

laganvalley.com

lagmore.com
lanyonplace.com

lanyonquay.com

lenadoon.com
ligoniel.com

lisburnroad.net

lisnaskea.net
lowerfalls.com

lowerwhack.com

lurgan.net
maghera.net

magherafelt.net

maguiresbridge.com
mallusk.com

malonepark.com

maloneroad.net
markethill.net

merrion.org

merrionsquare.com
milltown.net

monkstown.net

mountmerrion.com
moyard.com

newbarnsley.com

newrycity.net
newtownabbey.net

newtownards.net

newtownardsroad.com
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newtownbutler.com

newtownstewart.com
nirelandplc.com

northbelfast.net

northwall.org
oconnellstreet.net

oldpark.net

orchardville.net
ormeau.com

ormeauroad.com

owenvarragh.com
pettigoe.com

stranmillis.com
westbelfast.com

westbelfast.net westbelfast.com

westbelfast.net

westbelfast.org
westbelfastonline.com

westdublin.com